A hardware store owner placed an advertisement for Sylvania LED 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 to place the ad in the paper. Sylvania was using ________ to promote its products.
A) strategic channel partnership
B) cooperative advertising
C) retail publicity
D) reseller consumer promotion
E) manufacturer incentive advertising

Question

Quizplus · Accepted Answer

Cooperative advertising is when a manufacturer and a retailer share the cost of advertising the manufacturer's product, as seen with Sylvania paying 50% of the ad cost.

A Hardware Store Owner Placed an Advertisement for Sylvania LED