Co-op Cautions

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Sometimes manufacturers will send to their local distributors cooperative advertisements, or co-op ads for short, which often look like branding ads with a space at the bottom for the local advertiser to insert his name and contact information.

In exchange for running a co-op ad, the manufacturer agrees to reimburse the local distributor for all or part of the cost associated with running the ad in a local publication.

Some are strict about how much can be changed in the ad and others are not. If your manufacturers offer co-op reimbursement, make sure you can adjust the ads to drive customers to your own business and not just build demand for the manufacturer.

Depending on the type of ads you're allowed to run will determine if co-op advertising can be a major part of your advertising initiative or a supplement.

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