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Grab Your Share of Untold Amounts of Advertising Dollars


If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.

In the mid 80's I was an account executive for a radio station located in Santa Rosa, California. During that time I became very familiar with what is referred to as co-op advertising.

Co-op advertising is a great source of advertising dollars. And there is so much of it available to people, yet most people know very little, if anything, about co-op dollars.

Interestingly, I was one of the only reps at the station who made sure my clients knew about this benefit. The reason was simple, there was more work involved in getting my clients set up, and yet, there was financial gain for both my client and myself by taking time to help them stretch their marketing dollars.

Co-opting is where you put in money for advertising and the manufacturer of a product you sell also puts in money. Often it is as much as 50% of the campaign. It is a great way to stretch your advertising campaign and to beef up your campaign.

Unfortunately, even though the money is available if conditions are right, many people either aren't aware of this or if they are they think it's too much work to meet the criteria. Granted, in some cases it is, but often utilizing co-op money is a great way to stretch your marketing budget.

There are many co-op-advertising opportunities available if you plan to do advertising on the Internet. Not all are good investments though. Check opportunities out very carefully before making a final commitment.

Using co-op dollars is an excellent way to build a stronger relationship with your retail suppliers and to generate a lot more traffic in your store or on to your web site. If the overflow of business is handled correctly you will increase your sales and profits.

The great thing about using co-op dollars when you are dealing with standard media is that your account rep can handle the paperwork for you. Many retailers hesitate using the "hidden" dollars due to feeling intimidated by the paperwork, the unknown.

Not only can the rep help you with the paperwork, they can also help you to build the campaign. However, before you trust them completely, find out what their experience is, what successful campaigns they have spearheaded and get some references. Take the time to do some research upfront to save money over the long run.

The reality is, if they are professionals in the truest sense of the word, they will be more than willing to take much of the paperwork burden off of you by handling it. After all, the more value an account rep creates for their clients the greater chance for an ongoing business.

Co-op dollars are not limited to retail businesses. Often, there are hidden dollars for non-profits. There are city and state funds that are set aside to help various organizations increase their visibility and reach.

One nice thing about using co-op dollars from a large manufacturer is that brand names do attract customers to your business-that's why you offer them. Advertising specific well known brands will increase your foot traffic. Harley Davidson has an amazing co-op program they offer to their retailers. It is a primary reason they have done so well. They encourage advertising based on specific guidelines.

It is to the advantage of an advertiser to utilize these dollars. Manufacturers in virtually every industry want to help with advertising costs. They are very aware that when you correctly advertise their brand name product you will probably sell more of it, thus increasing your orders.

The disadvantage of co-op advertising can be the restrictions set by the manufacturer. Often, they have such rigid guidelines about how to design the ad that you may lose all control of creative expression. For example, their logo may have to be positioned in an exact location in order for them to co-op the campaign.

If you are working with someone who claims to be an expert at advertising and they know nothing about co-op dollars they are not the expert they claim to be. Be aware.

Areas that you need to be educated on are program terms and reimbursement schedules. In some cases it can take months to receive reimbursement for a co-op campaign. In other cases, the company you are cooping with will send the money directly to the media source. Be sure to check this information out in order not to run into a cash flow problem.

Advantages of co-op advertising

Disadvantages of co-op advertising

Before making a final decision, research your options on co-op advertising. You may be pleasantly surprised with what you discover.

Copyright: © 2004 by Kathleen Gage

www.kathleengage.com

Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.

About The Author

Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. Get Gage's FR*EE report "Learn How One Salt Lake City Based Business Consultant Made Over 100k from One Idea" by visiting www.kathleengage.com.

kathleen@turningpointpresents.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. December / 12 / 2019

The advertising barrage begins less than two months before the Iowa caucuses - CNN
The advertising barrage begins less than two months before the Iowa caucuses  CNN

University of Phoenix Settles Deceptive Advertising Claims for $191 Million - The Wall Street Journal
  1. University of Phoenix Settles Deceptive Advertising Claims for $191 Million  The Wall Street Journal
  2. FTC reaches $191 million settlement with University of Phoenix in deceptive-advertising probe  The Washington Post
  3. Record Settlement from University of Phoenix to Resolve Charges of Deceptive Advertising  bctv.org
  4. University of Phoenix strikes $191 million deal to settle false advertising claims  Arizona Capitol Times
  5. FTC and University of Phoenix settle over long-running investigation of advertisements  Inside Higher Ed
  6. View full coverage on Google News

How SMBs can make more money with digital advertising - DigitalCommerce360
How SMBs can make more money with digital advertising  DigitalCommerce360

Tokyo 2020 Olympics already at over $1B in TV advertising revenue - Fox Business
Tokyo 2020 Olympics already at over $1B in TV advertising revenue  Fox Business

Bloomberg pours $100 million into 2020 advertising blitz - Fox Business
Bloomberg pours $100 million into 2020 advertising blitz  Fox Business

Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health  Coeur d'Alene Press

VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS - Broadcasting & Cable
VIZIO LAUNCHES DIRECT ADVERTISING BUSINESS  Broadcasting & Cable

CBS Joins OpenAP Advertising Consortium - Deadline
CBS Joins OpenAP Advertising Consortium  Deadline

Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students - Nonprofit Quarterly
Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students  Nonprofit Quarterly

Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising - AL.com
Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising  AL.com

Maurice Saatchi quits advertising firm he co-founded - BBC News
Maurice Saatchi quits advertising firm he co-founded  BBC News

Online advertising key in countdown to Iowa caucuses - UI The Daily Iowan
Online advertising key in countdown to Iowa caucuses  UI The Daily Iowan

What's next for podcast advertising - AdAge.com
What's next for podcast advertising  AdAge.com

Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up - Gizmodo
Report: Advertising Scammer Bribed a Facebook Employee to Keep Its Posts Up  Gizmodo

PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits - MarTech Series
PlaceIQ and FourthWall Media Partner to Connect TV Advertising with In-Store Visits  MarTech Series

Advertising and communications company Lindsay, Stone & Briggs to close - Madison.com
Advertising and communications company Lindsay, Stone & Briggs to close  Madison.com

Commercial – False advertising – Lanham Act - Massachusetts Lawyers Weekly
Commercial – False advertising – Lanham Act  Massachusetts Lawyers Weekly

OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising - MarTech Series
OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising  MarTech Series

Here's what you need to know in advertising and media this week - Business Insider
Here's what you need to know in advertising and media this week  Business Insider

The advertising industry is re-evaluating its core purpose, expert says - CNBC
The advertising industry is re-evaluating its core purpose, expert says  CNBC

Keep your LinkedIn advertising strategy focused in 2020 - Marketing Land
Keep your LinkedIn advertising strategy focused in 2020  Marketing Land

How successful retail advertisers stand out - Retail Customer Experience
How successful retail advertisers stand out  Retail Customer Experience

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Enduring gifts  Coeur d'Alene Press

Somerset County woman scammed out of $6K in ‘advertising scam’ - WTAJ - www.wearecentralpa.com
Somerset County woman scammed out of $6K in ‘advertising scam’  WTAJ - www.wearecentralpa.com

Traditional Advertising Methods That Work - Business.com
Traditional Advertising Methods That Work  Business.com

Meghan Markle's designer pal ordered to stop advertising with royal's photos: report - Fox News
Meghan Markle's designer pal ordered to stop advertising with royal's photos: report  Fox News

SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP - JD Supra
SEC's Advertising Changes For Investment Advisers | Fox Rothschild LLP  JD Supra

The Pitch: Advertising and marketing news for 12.11.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 12.11.19  RichmondBizSense

Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more - Hoodline
Top Phoenix news: University to settle false-advertising claims; seeking $181K lottery winner; more  Hoodline

Advertising continues to assume mothers only use knowledge for domestic caring - Phys.Org
Advertising continues to assume mothers only use knowledge for domestic caring  Phys.Org

Oracle Launches CX Unity to Unify Advertising and Marketing Worlds - MarTech Series
Oracle Launches CX Unity to Unify Advertising and Marketing Worlds  MarTech Series

How In-App Advertising is Collecting Your Data [Infographic] - Business 2 Community
How In-App Advertising is Collecting Your Data [Infographic]  Business 2 Community

What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts - AdExchanger
What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts  AdExchanger

Thanks To Our Advertisers! - Above the Law
Thanks To Our Advertisers!  Above the Law

NBCU Claims $1B in Olympic Advertising Sales - Broadcasting & Cable
NBCU Claims $1B in Olympic Advertising Sales  Broadcasting & Cable

Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director - Associated Press
Cashmere Agency Appoints Advertising Veteran Chuka Schneider as Group Account Director  Associated Press

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Holiday stress management: Biggest causes of stress and anxiety  Coeur d'Alene Press

Tech Tuesday: Regulating Political Advertising - WOSU
Tech Tuesday: Regulating Political Advertising  WOSU

Will the 2020s be online advertising's holistic decade? - TechCrunch
Will the 2020s be online advertising's holistic decade?  TechCrunch

OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019 - MediaPost Communications
OpenX Granted Patent For Scoring Impressions, Users In Programmatic Advertising 12/11/2019  MediaPost Communications

Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting - Business Wire
Shamrock Capital Makes Investment in Ad Results Media, the Leading Advertising Agency in Audio and Podcasting  Business Wire

Should You Trust SSAI in Connected TV Advertising? - MarTech Series
Should You Trust SSAI in Connected TV Advertising?  MarTech Series

YouTube Introduces Shopping Ads To Increase Visual Advertising - Forbes
YouTube Introduces Shopping Ads To Increase Visual Advertising  Forbes

Donald J. DeBona Sr., who sold advertising for a medical publisher, dies - Baltimore Sun
Donald J. DeBona Sr., who sold advertising for a medical publisher, dies  Baltimore Sun

How to be the Best at Drive-to-Store Advertising - ExchangeWire
How to be the Best at Drive-to-Store Advertising  ExchangeWire

It's almost 2020, and advertisers still see women as mom-shaped placeholders - Fast Company
It's almost 2020, and advertisers still see women as mom-shaped placeholders  Fast Company

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms - CNBC
Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms  CNBC

Political advertising has embraced the memefication of everything, including Love Actually - New Statesman
Political advertising has embraced the memefication of everything, including Love Actually  New Statesman

What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates - JD Supra
What investment advisers should know about the SEC’s proposed advertisement solicitation rule updates  JD Supra

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants - PRUnderground
ShopAdvisor Survey Exposes Gaps in Advertising and Promotion Strategies for QSR and Fast Casual Restaurants  PRUnderground

Microsoft is about to start aggressively advertising Windows 10 to Windows 7 stragglers - BetaNews
Microsoft is about to start aggressively advertising Windows 10 to Windows 7 stragglers  BetaNews

Five advertising trends for 2020 from Australasia's top creatives - The Drum
Five advertising trends for 2020 from Australasia's top creatives  The Drum

Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers? - Yahoo Finance
Is Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Paid Enough Relative To Peers?  Yahoo Finance

That $120,000 banana and the limits of brands jumping on bandwagons - Fast Company
That $120,000 banana and the limits of brands jumping on bandwagons  Fast Company

Legal Public Notices 12/11 | Legal Advertising - Orlando Weekly
Legal Public Notices 12/11 | Legal Advertising  Orlando Weekly

Facebook and Alphabet upgraded by Stifel on advertising optimism - CNBC
Facebook and Alphabet upgraded by Stifel on advertising optimism  CNBC

Editorial: Legislature wise to consider shining a light on political advertising - Yakima Herald-Republic
Editorial: Legislature wise to consider shining a light on political advertising  Yakima Herald-Republic

Anne Fine: Story on hospital expansion read like free advertising - GazetteNET
Anne Fine: Story on hospital expansion read like free advertising  GazetteNET

When Must a Travel Advisor Disclose Supplier Identity in Advertising? - Travel Market Report
When Must a Travel Advisor Disclose Supplier Identity in Advertising?  Travel Market Report

TV ad sales leaders who left their jobs in 2019 - AdAge.com
TV ad sales leaders who left their jobs in 2019  AdAge.com

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

Cut the cookie: digital advertising's overdue diet - The Drum
Cut the cookie: digital advertising's overdue diet  The Drum

Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019 - MediaPost Communications
Vizio Launches Direct-To-Purchase, Smart TV Advertising Business 12/11/2019  MediaPost Communications

More Issues for Advertisers on CBD Copy - Radio & Television Business Report
More Issues for Advertisers on CBD Copy  Radio & Television Business Report

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Apple is forcing the ad industry to change - Computerworld
Apple is forcing the ad industry to change  Computerworld

An Advertising Lesson From A Church In North Carolina - Forbes
An Advertising Lesson From A Church In North Carolina  Forbes

Snapchat enjoys a bump in political advertising - Financial Times
Snapchat enjoys a bump in political advertising  Financial Times

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Why podcast advertising is effective - AdNews
Why podcast advertising is effective  AdNews

Ad buyers are wary of advertising becoming a casualty of the streaming wars - Digiday
Ad buyers are wary of advertising becoming a casualty of the streaming wars  Digiday

Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online - The Independent
Mother accuses Marks & Spencer of false advertising after buying ‘awful’ Christmas tree online  The Independent

Nearly Nine In Ten Think Political Advertising Rules Need Strengthening 12/10/2019 - MediaPost Communications
Nearly Nine In Ten Think Political Advertising Rules Need Strengthening 12/10/2019  MediaPost Communications

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

Lawyers take action against BP's climate greenwashing advertising campaign - Balkan Green Energy News
Lawyers take action against BP's climate greenwashing advertising campaign  Balkan Green Energy News

FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug - FDA.gov
FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug  FDA.gov

To Draw Advertisers, Video Services Need to Agree on Audience Measures - The Information
To Draw Advertisers, Video Services Need to Agree on Audience Measures  The Information

Hulu Says Advertising DTC Brands is Very Effective with Streaming - Cord Cutters News, LLC
Hulu Says Advertising DTC Brands is Very Effective with Streaming  Cord Cutters News, LLC

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Instagram marketing is taking over the advertising industry - - VENTS Magazine
Instagram marketing is taking over the advertising industry -  VENTS Magazine

Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report - The Moodie Davitt Report
Sight Lines ezine: A first look at the dazzling Daxing Airport advertising - The Moodie Davitt Report  The Moodie Davitt Report

Germany moves closer to tobacco advertising ban - CGTN
Germany moves closer to tobacco advertising ban  CGTN

Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek - Market Report Gazette
Rising Demand for Online Display Advertising Services Market by 2019-2026 Focusing on Leading Players Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  Market Report Gazette

Chase bank chooses Dallas man with Down syndrome for advertising campaign - The Dallas Morning News
Chase bank chooses Dallas man with Down syndrome for advertising campaign  The Dallas Morning News

How to police political advertising - The Economist
How to police political advertising  The Economist

Advertising veteran Tara Sinha no more - Livemint
Advertising veteran Tara Sinha no more  Livemint

Arlington Vet Turns to Advertising to Find Kidney Donor - Dallas Observer
Arlington Vet Turns to Advertising to Find Kidney Donor  Dallas Observer

Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM - Which-50
Internet giants are shelling out billions on advertising, driving global growth in spending: GroupM  Which-50

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election - The Independent
Former Labour MPs launch advertising blitz urging voters to reject Corbyn at election  The Independent

Carvertise Expands as It "Drives" National Advertising Campaigns - MarTech Series
Carvertise Expands as It "Drives" National Advertising Campaigns  MarTech Series

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials - Forbes
Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials  Forbes

US Patent no. 10255615: System and method for contextual virtual local advertisement insertion - Lexology
US Patent no. 10255615: System and method for contextual virtual local advertisement insertion  Lexology

Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You? - Simply Wall St
Should Pressman Advertising Limited’s (NSE:PRESSMN) Weak Investment Returns Worry You?  Simply Wall St

'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans' - The Local Germany
'Open discrimination of foreigners': Landlord fined after advertising flat 'to Germans'  The Local Germany

Bloomberg places at least $37 million in television advertising over next two weeks - CNN
Bloomberg places at least $37 million in television advertising over next two weeks  CNN

Analysis: Tribes send subtle message through advertising campaign - Tulsa World
Analysis: Tribes send subtle message through advertising campaign  Tulsa World

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