Many suppliers, manufacturers, and distributors of various major products and goods have advertising money set aside for use by their retailers. These funds are called cooperative advertising (co-op for short). The term cooperative means just what it says: If you spend some money, the manufacturer will also spend some money — the two of you cooperate to get the advertising job done.Although co-op advertising is sometimes very complicated, frustrating, confusing, and time-consuming, it’s well worth the effort. Co-op funds are wonderful when you can add these extra dollars to your own advertising budget and use them to make a much bigger splash in your market.
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