Co-op advertising is a program where manufacturers, service suppliers, etc., help to pay for the cost of advertising by the retailers or distributors they supply.

Typically retailers and distributors must meet sales quotas to be eligible for for co-op advertising, as well as having an advertising budget that does not include co-op dollars.  The ads themselves must contain specific elements, such as logos of a certain size, specific copy, etc.

Co-op advertising funds are usually reimbursed instead of paid upfront. Proof that the advertising ran and a copy of the advertising is required.

Check with your suppliers to see if they have co-op funds available and find out what their requirements are before you place the advertising.