Advertising allowance

What is Advertising Allowance?

Advertising allowance is a marketing tool that allows a manufacturer to provide a discount to a retailer who advertises its products. This incentive is often provided in the form of a co-op advertising reimbursement or as a cash payment or as an in-kind allowance, such as free goods or services.

Types of Advertising Allowance

Advertising allowance is typically divided into two categories:

  • Co-op Advertising: Co-op advertising is a cost-sharing arrangement between a manufacturer and a retailer. Under this arrangement, the manufacturer and retailer share the cost of advertising, with each party typically paying a portion of the costs.

  • Cash Payments: Cash payments are another form of advertising allowance. These payments are made to retailers as an incentive to advertise the manufacturer’s products.

  • In-Kind Allowances: In-kind allowances are non-cash incentives that manufacturers provide to retailers in exchange for advertising their products. These can include free goods or services, such as free shipping or discounts on certain products.

Benefits of Advertising Allowance

Advertising allowance can be a powerful tool for both manufacturers and retailers. Here are some benefits of using advertising allowance:

  • Increased Visibility: Advertising allowance can help manufacturers and retailers increase the visibility of their products. This can lead to more sales and higher profits.

  • Better Relationships: Advertising allowance can help foster better relationships between manufacturers and retailers. This can lead to increased loyalty and improved customer service.

  • Lower Cost: Advertising allowance can help manufacturers and retailers reduce their advertising costs. By sharing the cost of advertising with retailers, manufacturers can save money and make their advertising more cost-effective.


Advertising allowance is a useful tool for both manufacturers and retailers. It can help increase visibility, foster better relationships, and reduce costs.

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