Increase your advertising budget with co-op dollars

Cooperative or Co-op Advertising is an agreement to share the advertising cost for a product. This agreement is typically between a manufacturer/supplier and their retailer network. Co-op Advertising is a great way to increase your advertising budget without taking money out of your pocket. Your manufacturer/suppliers pay some of the advertising costs, while enhancing your brand awareness and customer loyalty. Co-op Advertising allows you to increase the size of your ad, add color or advertise under multiple headings or in multiple Yellow Pages directories.

The Co-op Advertising Process

1. Ask your R.H. Donnelley sales representative about your options for Co-op Advertising.

2. Your sales representative will check the Co-op manual to see if your manufacturer/supplier offers a Co-op Advertising plan.

3. Ask your manufacturer/supplier how much Co-op Advertising accrual you have available (Accrual is an advertising fund earned by purchasing eligible products from a manufacturer or supplier, usually based on a percentage of net purchases during the previous or current year.). Each manufacturer’s plan is different. Most likely, to qualify for co-op reimbursement, your ad must have prior approval from the manufacturer/supplier to receive reimbursement.

4. Once the directory is published, you will receive a copy of the ad in the mail among with your reimbursement paperwork. Send this to the manufacturer/supplier to receive reimbursement.

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