local advertising and promotion program are jointly implemented and financed by concentrate producers and bottlers. Concentrate producers and bottlers often split local advertising costa 50-50. For example, if $1 million were spent for local television brand advertising in a bottler’s territory, $500,000 would be paid by the brand’s local bottler and $500,000 would be paid by the concentrate producer. Bottlers and concentrate producers split the cost of local retail-oriented merchandise promotions and consumer promotion 50-50. However, advertising and promotion programs are negotiated, sometimes at the individual bottler level. A bottler may choose, or not choose, to participate in a concentrate producer’s advertising or promotion program or negotiate its own financial arrangement.