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Tap the Co-op Fund

Digital Library > Defining and Serving a Market > Advertising, general “Tap the Co-op Fund” Co-op advertising programs are a cost-sharing arrangement between manufacturers and retailers to stretch advertising dollars. Collectively, manufacturers earmark about $30 billion annually for co-op ads. However, much of the money goes unused, reports the Yellow Pages Publishers Association (YPPA). Co-op opportunities are available in every…