During the holiday season,a decision is made by the retailers in a local mall to share the costs of holiday advertising.When retailers engage in this type of activity,it is called:

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Horizontal cooperative advertising involves retailers in the same industry or at the same level of distribution coming together to pool their resources for advertising purposes. In this case, the retailers in the local mall are collaborating to share the costs of holiday advertising, which falls under the definition of horizontal cooperative advertising. Same-level advertising refers to firms at the same stage of production or distribution collaborating in their advertising efforts, while vertical cooperative advertising involves firms at different stages of production or distribution working together. Integrated mall advertising and shared-costs advertising are not commonly used industry terms.

During the Holiday Season,a Decision Is Made by the Retailers