Channels marketing is a term that refers to marketing communications geared to assisting the marketer at all levels of trade. The term ‘ channels marketing ’evolved out of the importance of trade-oriented promotions.
The two principal components of channels marketing are co-op advertising and tactical marketing. While cooperative or co-op advertising has been around for a long time, tactical marketing is something relatively new. Co-op advertising is essentially an arrangement between a marketer and a retailer to cooperate when selling the marketer ’ s brand or service. It consists of advertising programs that are really nothing more than extensions of the marketer ’ s basic marketing communication plan, funded in whole or part by the advertiser, and designed to assist the retailer in selling the brand or service.