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Summary

For many brands, co-op advertising, also known as wholesale marketing, has long been a black hole, agency and brand executives said. But with department stores’ retail sales declining, partly due to the rise of Amazon, marketers are demanding that the stores get smarter about how they spend the co-op dollars, said Wilson.
In this article, Yuyu Chen will discuss the lack of transparency around co-op advertising and how it is beginning to change.

Who Should Read This Article

If you deal with co-op advertising from either side, this article will be an interesting read for you.

What You Will Learn

This article will discuss:

  • The $25 billion-plus market
  • Transparency and the Amazon effect
  • The internal shift

Take Away

E-commerce's rapid growth means department stores need to prepare for new demands from marketers. What do you think of the shift in co-op advertising?