What defines cooperative advertising?

Cooperative advertising refers to a collaborative marketing strategy where multiple parties, such as travel agencies, suppliers, or tourism boards, share the costs and efforts of advertising to promote their products or services. This approach benefits all involved by improving reach and increasing marketing effectiveness through pooling resources.

In the context of the travel industry, this could mean that a travel agency works in conjunction with an airline or hotel chain to promote a specific travel package, where both parties contribute financially to the advertising campaign. Such partnerships allow for shared exposure and can lead to greater consumer awareness and increased sales for all participants.

The other options describe various marketing or operational strategies, but they do not capture the essence of cooperative advertising. For instance, customizing travel packages is more about personalization and service than sharing advertising costs, while gathering consumer data focuses on information collection rather than promotion. Branding strategies, on the other hand, relate to establishing an identity for a product rather than the collaborative aspect of advertising.