> > I am taking a broadcast sales class this semester. Our
> > teacher is a little past her prime (or very nuts). I am
> > wondering if Co-op is used a lot in sales. Our teacher
> > makes it sound like its used all the time and never runs
> > out. I tend not to beleive most of what she says...
> >
> Co-Op is used often for advertising. Co-op dollars are
> offered during a certain period as well as many stipulations
> are on it as well. Many local advertisers are not aware
> that they have FREE money at their disposal. Crazy, huh?
> And YES, it does run out. Also, many companies that used to
> offer co-op $ no longer do!
> Hope this helps
>
Co-op is still big in certain industries... I remember hearing that something like 90% of record store (or Best Buy's new music campaigns, etc.) ads involve co-op money from the record labels. Major department stores often pair up with clothing and cosmetic manufacturers on co-op biz, too.
However, most of the co-op money probably does go to "waste" because either nobody knows it's available (whether it be the media salesperson or business owner) or people are too lazy to put in the extra effort (generally harder to sell than a simple spot schedule and, from what I've heard, there's a mountain of paperwork for the retailer).