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 a promotional strategy where a manufacturer or supplier shares the cost of advertising with a distributor or retailer to encourage them to advertise the manufacturer's products in a more effective and frequent manner. In this case, Sylvania is providing the storeowner with sample advertisements and paying 50% of the cost of the advertisement to encourage the storeowner to advertise Sylvania's light bulbs in a better quality and quantity.

A Hardware Store Owner Placed an Advertisement for Sylvania Light