The difference between a vertical cooperative advertising agreement and a horizontal cooperative advertising agreement is based on _____.

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The difference between a vertical cooperative advertising agreement and a horizontal cooperative advertising agreement is based on which channel members are involved. Vertical cooperative advertising involves a manufacturer and a retailer, while horizontal cooperative advertising involves multiple retailers or manufacturers coming together to promote a common feature or product. Differences in media utilized, cost sharing participation levels, and message standards can vary in both types of agreements.

The Difference Between a Vertical Cooperative Advertising Agreement and a Horizontal