What is the aim of 'Cooperative Advertising' in retail?

The aim of 'Cooperative Advertising' in retail is to increase brand visibility. This practice involves collaboration between retailers and manufacturers, where both parties share the costs of advertising to promote a product. By pooling resources, retailers can create more impactful marketing campaigns, allowing both the retailer and the manufacturer to gain greater exposure for the brand and its products. This not only helps increase the overall visibility of the brand in the market but also enhances the effectiveness of marketing efforts by reaching potential customers more effectively.

While the other choices touch on relevant aspects of marketing and retail operations, increasing brand visibility is the primary goal of cooperative advertising. It does not focus on direct price reductions, efficient distribution, or supplier relationships, but rather on creating a stronger market presence through collaborative advertising efforts.