Do you ever wonder how local merchants get their name and address featured in the glossy magazine ads for a luxury car or watch? They do it through “co-op advertising,” designed to draw customers into your store.
Ad agency executives tell me companies like Harry Winston, the high-end jeweler “tag” many of their print ads with local retail store information to boost sales.
“It's a mutual collaboration. Each one is building the brand of the other,” said Erik Dochtermann, chief executive officer of KD&E, a Manhattan ad agency.
Dochtermann said retailers typically spend 3 to 10 percent of the total sales of an item on co-op advertising. (In most cases, money doesn't actually change hands. Small retailers ...