Out of the Box: Who’s Paying for the Advertising?

Posted by Menachem Lubinsky on June 30, 2010 under Marketing, Out of the Box | View Comments

Harriett, the accounts payable executive at a medium-size appliance store, did what she normally does to bills that come in for co-op advertising. She made a copy of the bill and forwarded it to one of the manufacturers that they carry to reimburse her for 40% of the bill. Within a week, she received a shocking response: “In reviewing the advertisement, we were not satisfied with the size and resolution of our logo. Please review the terms of our co-op advertising agreement for the specific requirements of our participation.” The bottom line was that the manufacturer refused to pay their share of the bill…