Several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using to promote its products.

Cooperative advertising

Explanation:

In cooperative advertising, two or more entities will cooperate together divide the total cost of the advertising for a certain product that will be beneficial for them both.

The example above is an example of cooperative advertising between The manufacturer and the retailer.

In the case above, both hardware store and Sylvania contributed to the advertising of the same product (the light bulb) . The store owner pay 50% of the total advertising cost and Sylvania paid another fifty plus providing equipment that will be used to take a the advertisement picture.