Cooperative AdvertisingWith this form of promotion, everybody wins.

"Put my name and logo in your ad in at least 12-pointtype," says the manufacturer, "and I'll pay 50percent of the ad's cost when I receive a copy of theinvoice."

The concept of cooperative advertising offers major advantagesto both manufacturer and retailer. The retailer gets money, ofcourse, as well as the connection to a prestigious brand name. Theretailer's media friends love cooperative advertising, since itexpands the budget they'd normally get from the retailer. Inreturn, manufacturers get local exposure and local appreciationfrom the retailer. And the market's customers see ads in theirlocal newspaper carrying the manufacturer's national brandlogo.

Excerpted fromKnock-Out Marketing: Powerful Strategies to PunchUp Your Sales