Co-Op ads are those that highlight a specific manufacturer (usually) in addition to your business. I'm sure you've seen them before. For example, McDonald's will run a flyer in the Sunday newspaper featuring Coke as a part of a combo meal. When McDonald's does this, Coke picks up part of the expense for those ads. McDonald's and Coke work in cooperation to promote both products.

If your company sells products made by other manufacturers, you may very well have co-op money available to you. The best way to find out is to ask. Usually your manufacturer's representative will know who you should call to find out the details about any co-op programs they offer.

How does it work? Many manufacturers set aside a certain amount of co-op funds each year in order to give some help to those who sell their products at the retail level. By helping you promote your business, the manufacturer is also helping to promote his product. It's a cheap way for the manufacturer to pick up some additional exposure.

Each co-op plan is a little different. Normally the manufacturer will set forth stipulations as to how many times their name or logo should appear in the advertisement, what frequency the ads should run, and perhaps one or two other guidelines. You may be required to get approval prior to submitting ads to the media. Once the ad has run, simply send a copy of the ad, along with your invoice, and you'll receive a portion of what you spent back in return.

Sound too simple? Well, you do have to play by the rules - and co-op advertising will not benefit everyone - but if you find a program you are eligible for it would certainly benefit you to participate. After all, who would turn down free money?!