What is co-op advertising compliance for dealerships?
Manufacturer co-op programs reimburse part of a dealer's advertising cost provided the advertising meets defined rules — approved media, brand and logo usage, disclosure language, submission deadlines and documentation. Claims are commonly reduced or denied on documentation and deadlines rather than on the advertising itself.
The rules are program-specific and change
Each manufacturer publishes its own requirements and revises them. Treat the current program guide as the source, not last year's practice.
Documentation is the usual failure point
Invoices, tear sheets, screenshots, spend reports and proof of placement have defined formats and deadlines. Build the collection into the campaign process rather than reconstructing it at claim time.
Agency responsibility should be explicit
Establish in the agency agreement who prepares and submits claims, who bears the loss if a claim is denied for a documentation failure, and what reporting you receive.
Reconcile claims to receipts
Track claimed against received per period. Unreconciled co-op is a common and quiet loss.
What to verify
Work from the current programme guide, not last year's practice
Build documentation collection into the campaign process
Assign claim responsibility and denial risk in the agency agreement
Reconcile claimed against received every period
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