For example, some won't allow you to mention another company in your ad. Now we use every cent of it, which saves us thousands of dollars in annual advertising costs. Teaming Up Manny Perez has teamed his advertising program with Head Sports Inc. for 20 years. Both a tennis pro and pro shop owner, Perez is an avid supporter of co-op advertising. I also serve on the Head advisory staff, helping new retailers order the equipment they need.
Most entrepreneurs think co-op is only for large department stores.
But more and more companies are aware of the growing importance of small businesses and want to help them succeed. No two companies' co-op advertising plans are exactly alike. They may differ on method of re- imbursement, use of logo, whether competitors are allowed, and on prior approval. Each firm also has its own application method. Your sup- pliers may already have provided you with the relevant details.