Co-op Advertising Programs - FAQs

Copyright © 2008

Marquis Who's Who LLC.

All rights reserved.

FREQUENTLY ASKED QUESTIONS: CO-OP ADVERTISING AND CO-OPADVERTISINGPROGRAMS.COM

This web site is designed to provide a comprehensive quick-reference guide to manufacturers' co-operative advertising programs in 52 product classifications. Arranged in an easy-to-use format, it allows the user several options for locating Co-op plans that are of special interest.

Following are the questions asked most frequently regarding this site and the Co-op industry:

Question 1: Where can I turn for a breakdown of programs by category of business?

Answer: Program Summaries form the core of this site. Thousands of programs are divided into 52 product classifications allowing you to reference manufacturing groups of particular interest and then drill down to the program that interests you.

Question 2: Where can I find an explanation of the components of a Co-op plan's listing?

Answer: The Sample Listing offers a detailed explanation of the terms used in the program listings.

Question 3: How is your data gathered?

Answer: On a biannual basis, our Editorial staff sends update forms to the companies listed on this web site to ensure that the information is as up-to-date as possible. Our Research Department collects data via the telephone from those companies that do not respond to our questionnaire in a timely manner. Also, the Research Dept. regularly seeks new programs to add to our vast listing of Program Summaries.

Question 4: Do I have to register?

Answer: Yes-once you've become a subscriber our first time online users will be asked to complete a quick and easy registration form. Once done, you'll enjoy full access to the rich data contained in the Co-op Advertising Programs.

Question 5: What if I know of program information that needs to be updated?

Answer: Simply click on the Contact Us link and tell us what data is in need of updating.

Question 6: What should I look for when reading a Co-op plan's listing and applying for funds?

Answer: The term "net purchases" refers to the purchase price less the following: earned discounts, advertising credits, regular and sales policy adjustment credits, federal excise tax, sales tax, freight costs or allowances, etc. Advertisers should notify media in advance of documentation required for claims, such as ANA/RAB radio electronic tearsheets, TvB electronic tearsheets, print tearsheets, affidavits and notices.

Question 7: Are there any general considerations that apply to all Co-op advertising?

Answer: The manufacturer sets the guidelines that apply to each Co-op plan. Co-op advertising must comply in all respects with local, state and federal laws, including Federal Trade Commission regulations. Any advertising which is misleading, derogatory or which includes unfair product comparisons is not eligible for Co-op reimbursement.

Question 8: What is expected of me by the manufacturer to receive Co-op funds?

Answer: Each Co-op plan is different, but some general standards do exist. The retailer should have purchased products from the manufacturer whose Co-op plan he or she intends to use, and should have on hand a reasonable stock of those products. Advertising funds are not normally transferable from one dealer to another, nor are accrual allowances normally carried over from year to year. The manufacturer may reserve the right to terminate the program. Such termination usually will not affect claims for advertising commitments made prior to the effective date.

Question 9: Why do some Co-op plans contain more information than others?

Answer: Some manufacturers are listed in an abbreviated form due to the nature of that particular company's program or their willingness to provide information to National Register Publishing. Many programs are designed to be flexible enough to vary in different market areas. Other programs are designed for specific, usually short-term, promotional periods. And some programs are left to the discretion of a local representative.

Question 10: What if my questions aren't specifically answered within a company's Co-op plan listing?

Answer: Remember that this information is not intended to replace the printed program provided by the manufacturer. If you have any questions about a particular plan, be sure to contact the manufacturer directly. If the plan details are not spelled out because of the nature of the program, the manufacturer's name and address make it possible for the user to know where to contact the manufacturer.