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208 COOPERATIVE AND INSTITUTIONAL ADVERTISING
illustration and the stated or implied endorsement of the star. The studio and the star benefit by the publicity value of the tieup which usually carries picture credits.
On a local level, theatre tieups with other local business places frequently may be suggested by attraction or title—and it may be possible to sell a page of cooperative advertising (a single truck), or perhaps a double-page (a double truck).
Cooperative advertising may feature a number of advertisements grouped together on a single newspaper page or on a double-page spread. The attraction or its title may supply a theme, a tie-in or catchline for all or most of the advertisements.
A banner-line or catchline across the top of the page may be allotted by the newspaper to assure special attention. Story space usually will be made available. A contest might be included to amplify readership.
A theatre advertisement should be included, of course. The theatre ad doesn’t have to be extremely large, but on the other hand it should not be so small that it appears that the theatre is not doing its part.
Individual cooperative advertisements represent individual jobs of selling. Each merchant must be contacted and sold on the value of such cooperation.
Scenes picturing or suggesting a certain type of business may prompt local tieups with similar business places. An attraction title may lend itself to tieup copy. An appropriate illustration from the attraction may be featured.
It will be easier to present the advantages of merchant-theatre cooperation if a suggested layout is prepared in advance. ‘The merchant will be more inclined to participate, since a rough layout will demonstrate better than words the value of cooperation. The layout should be designed in the style and manner in which the merchant ordinarily plans his advertising—with illustration, title, catchline or text from the attraction being included.
Cooperative advertising is not always confined to an entire page. A single tieup advertisement might be arranged, or a number of co-op ads scattered throughout a single issue of the newspaper.
In planning local cooperative advertising the important points are:
1. Prepare copy carefully. 2. Incorporate tieup copy or illustration in an easy, natural manner.
3. Follow the store’s style.
Merchants will come to recognize and appreciate the value of cooperative advertising which gives their copy the benefit of theatrical appeal.