The Views of a sample of Knoxville, Tennessee retailers regarding cooperative advertising

Author

Mark Barnett Williams

Date of Award

8-1987

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Ronald E. Taylor

Committee Members

Mike Singletary, Herbert Howard

Abstract

Non-usage of cooperative advertising has long been a source of frustration for manufacturers, media companies, and retailers. Current speculation places much of the blame for non-usage on the local retailer, suggesting that he has become apathetic about cooperative advertising, ignoring its benefits and choosing to rely on his own advertising attempts. Unfortunately, very little actual research has been done to explore cooperative advertising non-usage from the perspective of the local retailer.

This study developed and implemented a survey tool for collecting pertinent information about local retailers and their views and perceptions about cooperative advertising. Twenty personal interviews were conducted with a sample of clothing retailers located in Knoxville, Tennessee.

The survey was conducted with the manufacturer in mind, and collected the types of information that a media representative would like to know about his potential customers, the retailers.

Significant findings include the fact that contrary to prior beliefs, retailers have a high level of general knowledge about cooperative advertising, that 70 percent of retailers make a moderate effort to use their earned co-op money, and that three times as many retailers make no effort to use their earned co-op as those who make a strong effort to use it. Seventy percent of the retailers questioned named newspaper as the co-op media they use most often, and only 20 percent of the respondents have ever made a change in the co-op media that they use.

The study suggests that manufacturers and media representatives make significant changes in their efforts to increase co-op usage by the small retailer and that co-op programs themselves be revised.

Recommended Citation

Williams, Mark Barnett, "The Views of a sample of Knoxville, Tennessee retailers regarding cooperative advertising. " Master's Thesis, University of Tennessee, 1987.
https://trace.tennessee.edu/utk_gradthes/13621