Related FAQs: What is co-op advertising?

About 15 percent of the ad budget will go to co-op advertising.

Push marketing-a manufacturer's strategy to incentivize the retailer to push its product-through co-op advertising or other incentives.

A new dispute is expected sometime this spring when the F.T.C. releases its final guides, revising the 20-year-old regulations governing promotional allowances, including co-op advertising.

But to increase public awareness before the campaign could start, they also wanted some co-op advertising - at no cost.

"You've got to think in terms of changing the notion of co-op advertising to co-op marketing," Mr. McCarty said.

Elizabeth O'Neil, manager of co-op advertising and in-theater marketing for Sony Theaters, suggests another way to reach warm bodies.

He was referring to co-op advertising, the standard arrangement in which the store and the clothes designer or manufacturer share advertising costs.

Lintas: University will consist of two-to-three-day seminars in a dozen disciplines, including co-op advertising, telemarketing, merchandising and public relations.