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Media Guru

Guru Search Results: 7 matches were found

Monday, January 25, 1999 #2287
Is there a directory for companies who offer co-op media advertising.

The Media Guru Answers(Monday, January 25, 1999 ):
The Amazon.com on-line bookstore has the standard resource, co-op Advertising Programs Sourcebook Spring 1997 : The Comprehensive Guide to Programs For: Media Companies, Ad Agencies, Manufacturers & Retailers , Published 1997.

Another good how-to reference is co-op Advertising : The Authoritative Guide to Promotional Allowance Marketing for Advertisers, Retailers, and Distributors , Bob Houk, 1995


Wednesday, July 01, 1998 #1932
I coordinate a small printed program for a local perform- ing arts company. I would like a source of National co-op advertisers that I might cross reference with local advertisers to pitch the program sales to. Any suggestions?

The Media Guru Answers(Wednesday, July 01, 1998 ):
The Amazon.com on-line bookstore has the standard resource, co-op Advertising Programs Sourcebook Spring 1997 : The Comprehensive Guide to Programs For: Media Companies, Ad Agencies, Manufacturers & Retailers , Published 1997.

Another good how-to reference is co-op Advertising : The Authoritative Guide to Promotional Allowance Marketing for Advertisers, Retailers, and Distributors , Bob Houk, 1995


Wednesday, January 14, 1998 #1485
Dear Media Guru: I recently came across a listing of co-op advertisers and contacts, the percentages of sales they were willing to spend, etc. However, for most of these companies I have no idea who sells their products in my area (or, at least, enough of their products in my area to qualify for co-op). Would it be productive for me to call the contact people listed for each co-op opportunity and ask them who in my area I might contact to apply for co-op? Or should I just hang on to this list and hope that one or more of the clients I will be meeting with about advertising just happens tro sell some of the products on my list? Thanks you in advance for your answer, and for providing this wonderfully informative service.

The Media Guru Answers(Wednesday, January 14, 1998 ):
The Guru presumes you are asking this as a media vendor. It would seem that calling the advertiser is the only way to locate local contacts, unless the local Yellow Pages can be of use.


Wednesday, November 19, 1997 #1460
I am trying to calculate the value of various components of a partnership (co-op) program. I am particularly interested in knowing how to go about calculating the value of in-store POP/signage. Could you please help me. Thanks.

The Media Guru Answers(Saturday, November 22, 1997 ):
There are two key issues:

How many exposures you get, and

The value of those exposures

It should be simple enought to determine how many people will see your POP; the vendor should have store traffic data.

The value is judgmental. Using as a base something standard like a TV :30 is a starting point.

For how many seconds will a POP sign engage the viewer?

5?

10?

That numbers of seconds' ratio to the :30 is a first step in calculating relative value.

Then, what is the selling power of a sign versus a full sound/motion TV commercial?

50%?

60?

30?

All these factors should tell you thata single POP exposure is worth "X"% of a TV :30 exposure. Combined with the exposure count, you have your valuation.


Saturday, January 04, 1997 #1084
I've heard that co-op advertising is on the rise. It seems like a great way to share advertising costs. Do you know of any standard letters or agreements used to present the idea from business to business (like from a store owner to a supplier?) Thanks.

The Media Guru Answers(Sunday, January 05, 1997 ):
The typical situation is that the manufacturer establishes a co-op program and advises dealers and distributors, who can then request the form to apply for participation.

This is how the manufacturer establishes a budget reserve for its share of the costs.

There is at least one book in print which lists co-op programs in existence. The Guru can't recall the name, but your local newspaper or radio station probably has a co-op manager who has a copy. These media are great beneficiaries of your use of co-op advertising!

There is also a National Association for Promotional and Advertising Allowances, Inc. which includes on its resouce list co-op Works,

"a new online service that helps retailers, product vendors and media make the best use of co-op and MDF programs. co-op Works standardizes the language and simpifies the entire process. Retailers and manufacturers can track incentives and accrued funds instantly-reducing the questions, phone calls, and headaches."

Contact:
Tim Fisher, President
2665 Villa Creek #208
Dallas, TX 75234-7309
Phone: 800-810-2025
Fax: 214-243-6310
tim@dxpressway.com


Thursday, March 21, 1996 #1257
Are there any services that track co-op media expenditures by manufacturers?

The Media Guru Answers(Friday, March 22, 1996 ):
There is a least one book which lists available co-op programs. Except for those few media with rules requiring a logo in the ad (like "CAP") to qualify a product ad for retail rates, it would be difficult for a monitroing organization of the CMR type to detact co-op and evaluate the manufacturers share of the cost.

But someone could have done estimates somewhere. Try searching Advertising Age at your library.


Thursday, March 21, 1996 #1739
Are there any services that track co-op media expenditures by manufacturers?

The Media Guru Answers(Friday, March 22, 1996 ):
There is a least one book which lists available co-op programs. Except for those few media with rules requiring a logo in the ad (like "CAP") to qualify a product ad for retail rates, it would be difficult for a monitroing organization of the CMR type to detact co-op and evaluate the manufacturers share of the cost.

But someone could have done estimates somewhere. Try searching Advertising Age at your library.



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