Cooperative advertising is usually undertaken by manufacturers in order to
a. secure the help of the retailer in promoting a given product
b. divide responsibilities between the retailers and wholesalers within a channel of distribution
c. satisfy legal requirements
d. create a favorable image of a particular industry in the minds of consumers
e. provide a subsidy for smaller retailers that enables them to match the prices set by chain stores
Answer: a. secure the help of the retailer in promoting a given product