PROMOTING COMMODITY PRODUCTS WITH CO‐OP

Abstract

It's no secret that an aggressive co‐op advertising campaign can make an important difference in the marketing of branded consumer products. Consumers do buy the items by brand name, and therefore they can and will respond to the kind of “where‐to‐buy” information that conventional use of co‐op allowances delivers so well.

Citation

Maizel, S. (1988), "PROMOTING COMMODITY PRODUCTS WITH CO‐OP", Journal of Business & Industrial Marketing, Vol. 3 No. 2, pp. 13-15. https://doi.org/10.1108/eb006054