Manufacturer/Retailer
The retailer receives co-op money directly from the manufacturer, regardless of whether product is purchased from the manufacturer or from the distributor.
Manufacturer/Distributor
Co-op money is provided to the distributor and must be claimed through the distributor by the retailer. The distributor may release the funds directly to the retailer, invite retailers to participate in dealer listing ads or create his/her own co-op plan. Distributors may also use co-op funds for non-media promotion (displays, T-shirts, catalogs, etc.) in some co-op plans.
Ingredient/Product
The manufacturer of an ingredient and the manufacturer of the end product provide co-op funds jointly. For example: Stainmaster is an ingredient carpet manufacturers use to prevent staining. Stainmaster, the carpet manufacturer and the retailer will share in the cost of the ad.