is an advertising technique whereby a manufacturer and dealer share the expense of advertising.

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Vertical cooperative advertising is an advertising technique where a manufacturer and dealer share the expense of advertising. The manufacturer and dealer will split the cost of advertising and both parties will receive greater exposure. This form of advertising is often used in the automotive industry where manufacturers will offer advertising support to dealerships to promote specific models or types of vehicles.

Is an Advertising Technique Whereby a Manufacturer and Dealer Share