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 strategy in which a manufacturer shares the cost of advertising with a retailer or distributor. In this case, Sylvania is providing the store owner with sample advertisements and paying 50% of the cost, which is an example of cooperative advertising. The goal is to encourage better advertising quality and quantity for Sylvania's products in local markets.

A Hardware Store Owner Placed an Advertisement for Sylvania Light