Exhibit 17.2 Co-op advertisement of an in-store promotion.
Trade promotions take precedence
over consumer promotions because the brand must first gain and hold
distribution before consumers can buy it. They come in many different forms
including trade discounts, free of charge (FOC) goods, contribution to cooperative
advertising, promotions support, cash payments, payment for product displays
and other selling aids, year-end rebates (monetary and non-monetary), sales on
consignment basis, and acceptance of returned good.
Cooperative advertisement is a form of joint advertising where the cost
is shared by both the retailer and the manufacturer. These advertisements usually communicate
promotional offers, such as the Pepsi promotion at FairPrice supermarkets on May Day (refer
to Exhibit 17.2).
