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Co-Opportunities In Advertising

Here's where to find extra money to stretch your advertising budget.

Each year, a substantial amount of advertising funds are made available to businesses throughout the country. As much as one-third of that money often goes unclaimed. Free advertising funds going unclaimed? Why?

The problem is three-fold:

1) Many small businesses aren't aware the advertising dollars are available.

2) Some businesses know about the funds, but don't know what they need to do in order to get their share.

3) Other businesses know about the funds and how to get them, but don't want to invest the time and effort required to collect the money.

What is this windfall? It's co-op advertising funds, money offered by manufacturers and other business entities to businesses who market those companies' products or services.

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This article was originally published in the February 1996 print edition of Entrepreneur with the headline: Co-Opportunities In Advertising.

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