Agency works exclusively with co-op ads; pools retailers to increase market impact

March 1982
Marketing News;3/5/1982, Vol. 15 Issue 18, p20
Trade Publication
The article reports on an advertising agency called The Co-Op People that was founded to service the needs of manufacturers, retailers, and advertising agencies dealing with co-op advertising programs. Retailers and manufacturers benefit from this agency's services, which are designed to build traffic and increase the impact of the estimated $7.6 billion made available annually for co-op advertising. The purpose of co-op advertising is to sell one product at a specific location. Philip H. Associates, president of Philip H. Roberts & Associates, said that co-op is an underused media opportunity, largely due to the limited funding available for an individual dealer.


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