can you help me understand the term CO OPPING? help with advertising please!

[zzach001]

I recently was talking to a costumer who is in the air conditioning business who advertises in the same magazines and papers as me and he always has massive full color ads which I know are running him alot of money. He told me about how his suppliers give him CO OP $ for advertising if he agrees to put there logo in his ad. They pay over 50% of his advertising costs! I was wondering if any landscapers has ever done anything like this and with what type of companies or suppliers agreed to this and how I could go about doing this. I specialize in landscape design, sod, plants and i purchase large amounts of mulch and rock etc.

thanks for your time!