Cooperative refers to the programs of companies, usually large national brands, that bring brand exposure through the advertising efforts of local or regional dealerships that sell the Industry Email List branded product or service. These programs will generally fund, reimburse costs or provide other compensation for local advertising that includes the brand, subject to certain rules. Cooperative advertising refers to an agreement between a manufacturer and Industry Email List a retailer to share advertising costs to create brand awareness among local consumers. For example, a local tire dealer might take out a half-page ad in the Yellow Pages and point out in that ad that Industry Email List it carries Goodyear and Pirelli tires. The local tire dealer may receive as compensation from the brands a credit on their tire supply from the manufacturer or a direct refund of all or part of the cost of the ad if the ad is approved to meet certain criteria such as the total ad size, size and Industry Email List placement of the Goodyear logo in the ad, color specifications and the business category in which the ad appears. Co-op dollars are intended to benefit local dealerships or businesses that advertise, but the value is certainly relevant to entities that help and support those businesses with marketing and advertising. Thus, the cooperation is relevant for agencies, publishers Industry Email List and media companies that work with local businesses to provide marketing services, design marketing strategies, create campaigns and purchase advertising materials. The double threat of the Industry Email List digital switchover Even with traditional advertising, meeting brand requirements to qualify for co-op funds has always been a hurdle. Common reasons agencies and/or companies have not applied for co-op funds include not knowing what is available; inability to comply with complicated processes for requesting funds,