Benefit from Cooperative Advertising Policies of Suppliers Many manufacturers and wholesalers state that a significant part of the reserves they set up are for cooperative advertising are not used by their retailers. This is surprising because cooperative advertising results in substantially lower costs for the retailer. For their own legal protection and to insure the greatest return from their investment, manufacturers set up specific requirements to be observed in cooperative advertising. The retailer should consult each vendor about the requirements which must be met to qualify. The retailer must also be aware of the procedures to follow to apply for and receive payments.
Some vendors relate cooperative dollars to the amount of the retailer's business.
Others do so on a percentage basis. So, you must be aware of how many cooperative dollars you have to spend. The amount and rules for payment of cooperative dollars are at the discretion of the vendor. Every retailer receives requests and solicitations for advertising by all types of organizations including social groups, schools, churches, and fraternal societies. Often, friends and relatives make these requests.