Co-Opportunities In Advertising

Pertinent Points

Once you've obtained information on various co-op programs, read the guidelines and regulations thoroughly. A complete understanding of the requirements of each manufacturer or distributor can help you avoid problems later. The pertinent points to look for are:

1. Qualification criteria

2. The type of media that can be used

3. The time period during which ads can be run (co-op funding requests are often turned down because ads were run at times other than those indicated by the manufacturer)

4. The size and length requirements for the ads (including the amount of space that must be devoted to the product and any special wording required by the manufacturer)

5. Regulations regarding the inclusion of competing products in the ad

6. Requirements regarding how the product should be described (some companies have strict wordage requirements)

7. Requirements related to pre-approval of the ad by the manufacturer

8. Whether reimbursement will be made for production or agency charges"I've spent millions of dollars in co-op. It's pretty simple. You run the advertising according to the co-op guidelines and you submit the claim, the proof of performance and a copy of the media invoice. Then the vendor pays their share."

"I've spent millions of dollars in co-op. It's pretty simple. You run the advertising according to the co-op guidelines and you submit the claim, the proof of performance and a copy of the media invoice. Then the vendor pays their share." - Steve Fales

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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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