OEM co-op advertising
Also called: Dealer marketing support, Co-operative advertising
OEM co-op advertising is a programme in which a vehicle manufacturer shares the cost of a dealer's local advertising, usually reimbursing part of the spend when the campaign follows the manufacturer's brand and creative guidelines.
OEM co-op advertising in dealership marketing
Many OEMs support dealer-level campaigns because national brand advertising cannot promote a specific showroom's stock, offers, or location. The dealer gets subsidised reach; the OEM gets consistent branding at the local level.
The catch is compliance: creative, logos, and claims usually have to be pre-approved, and reimbursement depends on documentation. Dealers who treat co-op as free money and skip the paperwork often end up funding the campaign themselves.
Related terms
- Dealer Operations
OEM
In the vehicle industry, an OEM (original equipment manufacturer) is the company that designs and builds the vehicles, such as a car or two-wheeler brand, which sells to the public through a network of franchised dealerships.
Read definition - Dealer Operations
Festive season demand
Festive season demand is the annual rise in vehicle purchases around India's major festivals, particularly the Navratri-to-Diwali period nationally and regional festivals such as Onam and Pongal, when many buyers deliberately time a purchase for an auspicious date.
Read definition - Advertising
Return on ad spend
Return on ad spend (ROAS) is the revenue attributed to a campaign divided by what was spent on it, expressed as a ratio or multiple, and it is the most direct measure of whether advertising is paying for itself.
Read definition
Where it applies
AutoSutra services where oem co-op advertising comes into play.
Further reading
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