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    Understanding the effectiveness of promotions

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    Cooperative Advertising

    1 Need a description of Cooperative Advertising.
    2 Identify the pros and cons, and any restrictions surrounding its use.
    3 What companies or situations would this promotion work best?
    4 Find and describe a good example of that promotion.

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    A formal definition of Cooperative Advertising would be: Agreement between two or more marketers with complementary products or different seasonal sales cycles to promote or sell each other's products with their own. In other words, when one product is being advertised, it will be in conjunction with the other product.

    The pros are:
    - it is more cost effective, if two products are splitting the cost they can afford to advertise more. It stretches the advertising budget
    - It can increase exposure. The more ads you have, the ...

    Solution Summary

    The expert understands the effectiveness of promotions. Cooperative advertising is described.