These parties interested in the sale of their goods will often pay up to 50 percent of the advertising expenses, if you as the retailer feature a particular product or brand in your advertisement. This is your choice. Decide if cooperative advertising can help improve your sales and profit. Such advertising publicizes a close relationship with a well-regarded brand. Brand identification with your store can draw customers.
Consumers look to trusted brands.
By promoting your association with well reputed products you create a sense of reliability and confidence in the mind of the consumer. If a brand you're selling has consumer appeal, cooperative advertising is a good investment. That's an offer that's hard to beat, when you are trying to gain visibility in a market made on repeat advertising. Keep in mind that the manufacturer or wholesaler will generally reimburse you after you have incurred and paid for the expense. Be sure you have budgeted for the cash flow of the advertising expense.