Alex Lichtfuss

Cooperative advertising, also known as co-op, is when a brand-name product manufacturer covers part or all of an advertisement produced by another brand or business. It’s a cost-effective way for manufacturers, retailers, and distributors to effectively reach their target markets. Manufacturer policies and contributions can vary. Often both advertising and production expenses are covered, but can range from substantial amount of money to promotional gimmicks and point-of-purchase displays. If the budget permits, strategic advertisers often choose to leverage co-op advertising to reduce their media costs, advertising production expenses, and creative expenditures.

MWC Advertising has utilized co-op advertising to successfully promote local businesses. More specifically, we often partner with radio stations to get our clients’ ad campaigns on-air for a wider audience reach. Co-op advertising also opens up the opportunity for loyal listeners to become loyal customers in the long run.