Scenario 11-5
The local student chapter of the American Marketing Association (AMA) is preparing to begin a new student membership drive. Previously, these efforts have focused on merely making incoming students aware of the existence of the chapter and making announcements about upcoming events in classes. The student AMA officer team wants the chapter to double in size during the upcoming school year. While this seems like an overly ambitious objective, several of the officers are students in a marketing communications class that teaches sales promotion techniques. These students have argued at several recent meetings that the proper use of sales promotion can help the chapter to accomplish this goal.
-(Scenario 11-5) The local Kinko's Copy Center has always supported student groups on campus. They have agreed to support the student AMA chapter by contributing money to the club that is used for advertising. Kinko's expects that when they give money for such advertising that the logo of both AMA and Kinko's appear in the ad. This is an example of ____.

Question

Quizplus · Accepted Answer

This is an example of cooperative advertising, where two or more companies share the cost of advertising, and both companies are mentioned in the ad. Kinko's is contributing money to the student AMA chapter, and they are requesting that their logo be included in the advertising alongside the AMA logo.