Cooperative marketing

Cooperative marketing refers to advertising and promotional programs in which a manufacturer or distributor supports the advertising efforts of a retailer (i.e., grocery store newspaper advertisements) or, as in the example of "Intel inside," another party that uses a specific part, a branded ingredient or licensed approach. Such advertising is sometimes referred to as co-op advertising. Typically the manufacturer will help underwrite a portion of, or in some cases, pay for completely, the advertising costs incurred by the retailer.