Definition: Cooperative advertising funds are funds supplied by the publisher to booksellers for use in consumer marketing and advertising. The amount of the funds is contractually determined, and is a percentage of that particular bookseller's spending with the publisher.
The publisher and bookseller generally work together to determine "cooperatively" how the funds are best spent. While cooperative advertising funds can be spent on many types of marketing or advertising, chain booksellers use much of it for giving books key promotional placement in store. These might include front-of-store placement, thematic or holiday promotions, endcaps, etc.
