A hardware store owner placed an advertisement for Sylvania light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost of the advertisement. Sylvania was________ using in an attempt to encourage both better advertising quality and greater advertising quantity in the efforts of local resellers of its product.

Question

Quizplus · Accepted Answer

Cooperative advertising is the practice of manufacturers or suppliers sharing the cost of local advertising with their resellers. In this case, Sylvania is sharing 50 percent of the cost of the advertisement with the hardware store owner and providing them with high-quality sample advertisements to encourage better advertising quality and quantity.

A Hardware Store Owner Placed an Advertisement for Sylvania Light