A difficulty with a manufacturer's using restrictive terms (with regard to media, messages, and minimum purchases) in a vertical cooperative-advertising plan is that these terms often lead to nonuse of such a plan by retailers.

Question

Quizplus · Accepted Answer

Restrictive terms can limit retailers' flexibility and may discourage them from participating in the cooperative-advertising plan, leading to nonuse.

A Difficulty with a Manufacturer's Using Restrictive Terms (With Regard