Case 1: First, please watch the Linkedin Learning video “Marketing, publicity, co-op advertising”: https://www.linkedin.com/learning/selling-into-industries-retail-and-consumer-products/marketing-publicity-co-op-advertising?u=79322132
and then please read the article below and summarize your reading and idea and provide specific business examples to illustrate the value of various advertising in the business market.
Article: Yan, R. (2010). Cooperative advertising, pricing strategy and firm performance in the e-marketing age. Journal of the academy of marketing science, 38(4), 510-519
Case 2: Please read the article below and answer this question: why national brand’s local advertising is so important to the success of national brand in the business market? and then please provide real business examples to illustrate.
Article: Amrouche, N. and Yan, R. (2017). National brand’s local advertising and wholesale-price incentive under prior versus no prior information. Industrial marketing management, 64, 161-174.