The practice of a national brand subsidizing local advertising costs incurred by a company that sells its product. Typically, the national brand has stringent rules about the advertisement in which the product appears. SUN, Pepsi, and Cadillac are just a few of the thousands of brands that make co-op dollars available.

an effective way of expanding your advertising reach in an affordable way

The sharing of advertising costs between a manufacturer and distributor or dealer. Common to all media.

Brand advertising that is jointly funded by a manufacturer and a local retailer or distributor.

Marketing effort, such as advertising, in which the vendor shares the cost.