2014 Electrolux Major Appliances North America Co op Advertising Guidelines. Electrolux & Electrolux ICON Brands

Transcription

1 2014 Electrolux Major Appliances North America Co op Advertising Guidelines Electrolux & Electrolux ICON Brands Electrolux Major Appliances North America January 2014

2 TABLE OF CONTENTS Program Overview 2 Accrual Funding Process 2 3 Minimum Advertised Price (MAP) & Promotions 3 Requirements to Participate 3 Reimbursement/ Rate 4 Program Administration 4 Electrolux/Electrolux ICON Approved Ads 4 5 Advertising Requiring Prior Approval 5 General Advertising Requirements 6 Eligible Media/Documentation Requirements 7 12 Print Media (Newspaper ROP, FSI, Circulars, Magazine) 7 Direct Mail, Letters & Catalogs 8 Broadcast Advertising (Radio/Television) 9 Digital Advertising 10 Outdoor (Billboards, Truck Signage) 11 Shows/Exhibits 12 How to Submit your Co op Claims Option 1 Co op Resource Center (CRC) Web Tool 12 Option 2 Mail In 13 Contact Information 13 Unauthorized Deductions 13 Additional Policy Terms Legal Requirements 14 Amendments/Termination 14 Warranty 14 Links to Reseller/Dealer Websites Links to EMA Websites 15 Quick Reference for Advertising Requirements Electrolux & Electrolux ICON 16 ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 1 JANUARY 2014

3 PROGRAM OVERVIEW The 2014 Electrolux Major Appliances of North America (EMA) Co op program has been designed to make it easier for you to promote the Electrolux and Electrolux ICON brands and manage your Co op advertising funds. This program is intended to: Encourage trade customers to advertise and promote the Electrolux brand & products using approved Electrolux brand messages Further build consumer brand awareness of the Electrolux brands, products and innovation These guidelines describe the Co op program in detail. Please familiarize yourself with the terms and conditions of the Co op Program so that you can maximize the benefits. For 2014, Electrolux has simplified the Co op program for you. All eligible Co op advertising/activities will be reimbursed at 70%. Another exciting change is the launch of the Electrolux Co op Resource Center (CRC). This is an online Co op tool which will make Co op claim submission and Prior approval requests quicker and easier to complete. The Website information also includes access to your available Co op Program funds, Co op Program expenditures and Co op Program fund balance. (See page 12 for more details). Should you have any questions or need clarification, please contact a member of the Electrolux Co op Program Support Team. Customer Support: E mail: Electrolux@acbcoop.com ACCRUAL/FUNDING PROCESS A qualified trade customer may accrue two percent (2%) of net qualified purchases of defined Electrolux products for Co operative advertising. All major serialized units requiring power, including Water Heaters, are eligible for Co op Allowance. Please Note: Other Home Comfort units are ineligible for Co op Allowance. Electrolux branded products for Co operative advertising funding will be accrued in separate accounts for each of EMA s corporate brands and may not be transferred from one account to another (i.e. Electrolux and Frigidaire). ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 2 JANUARY 2014

4 The accrued funds will be earned on a monthly basis and these monthly funds will expire 180 days after they are earned. All accrued funds must be applied towards a qualified/approved advertisement in a qualified/approved media type as described in this program. Any remaining funds that are available on expiration date will be forfeited if not claimed prior to the expiration date. Example of Funds earned & Fund expiration date JAN FEB MAR APRIL MAY JUN JUL AUG SEP OCT NOV DEC Jan Funds Earned Advertising Occurs and Submitted for Reimbursement Jan Funds Expire Feb Funds Earned Advertising Occurs and Submitted for Reimbursement Feb Funds Expire Mar Funds Earned Advertising Occurs and Submitted for Reimbursement Mar Funds Expire Only qualified appliance purchases earn advertising allowances under this program. Products that do not earn advertising allowances include the following: Products sold under contracts to the contract trade Accessories and replacement parts, e.g., panels, doors, trim kits, etc. Scratch and dent product Obsolete and close outs Consumer service parts Installation and demonstration charges Shipping and handling Products described in the exclusions paragraph of the Premier Dealer program Home Comfort appliances (except Water Heaters) To get maximum impact from all advertising expenditures, EMA reserves the right to amend allowance amounts. EMA also reserves the right to exclude certain product lines or models at any time for any reason. MINIMUM ADVERTISED PRICE (MAP) & PROMOTIONS To obtain EMA s support, all advertising must meet the requirements set forth in Electrolux Major Appliances North America s Electrolux Brand Minimum Advertised Price Policy (MAP), as amended from time to time by sole discretion of EMA. REQUIREMENTS TO PARTICIPATE To qualify for Co operative advertising support, advertising must meet commonly recognized standards of effectiveness, ethics and good taste. To qualify for reimbursement, advertising must be placed in your local media on current production models for which the trade customer is authorized. ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 3 JANUARY 2014

5 REIMBURSEMENT/RATE Eligible Co op Program media/activities will be reimbursed at 70% of your NET cost of all approved media for Electrolux and Electrolux ICON brand advertising. Following approval of a claim, Co op Program reimbursement will be in the form of a check issued to the trade customer. If the Co op claim is denied, an Audit Notice outlining the reasons for denial will be sent to the trade customer. PROGRAM ADMINISTRATION The Co op Program is administered through The Advertising Checking Bureau, Inc. (ACB) the country s leading Co op management company. All claims for Co op Program reimbursement, along with the EMA notification of prior approval for dealer created ad materials, must be submitted to ACB in order to be eligible for reimbursement. Send your Co op claim, Prior approval (if applicable) and required documentation within ninety (90) days following the last day of the month in which the advertising was run, posted, broadcast or published. Claims received after the deadline will not be eligible for reimbursement. Please see Page 12, for the How to submit your Co op Claims. Trade customers will be notified if additional documentation is required to complete the processing of their Co op Program claim. Any required additional documentation must be postmarked or received no later than sixty (60) days from the date on the notification. ALL CLAIMS FOR REIMBURSEMENT ARE SUBJECT TO VERIFICATION BY ELECTROLUX MAJOR APPLIANCES NORTH AMERICA OR ACB, WHOSE DETERMINATION OF THE AMOUNT OR ACCEPTABILITY OF ANY CLAIM SHALL BE FINAL. ELECTROLUX AND ELECTROLUX ICON APPROVED ADS It is EMA s policy to make available to trade customers a selection of pre produced in store merchandising materials, pre formatted advertising, dealer/reseller TV spots, radio scripts, print templates, etc., with which the customer advertising may be planned. For more information and to view all Electrolux pre approved, pre formatted materials, please visit or EMA strongly urges its customers to use pre approved, pre formatted materials, however it is recognized that certain market conditions may dictate that a trade customer prepare their own materials. All customer prepared materials must comply with the Electrolux Graphic Standards Style Guide with respect to layout, color palette, font, size of font, etc. which can be found on or ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 4 JANUARY 2014

6 Every use of the logo must be in direct association with the branded product. Logos must not be incorporated into the dealer/reseller s firm name (e.g., in the dealer s/reseller s domain name content embedded within a website Electrolux Major Appliances must produce any materials using Electrolux and Kelly Ripa. Dealer produced ads featuring Kelly Ripa will be denied for reimbursement. ADVERTISING REQUIRING PRIOR APPROVAL While prior approval is not required for most media, EMA suggests that all trade customer prepared advertising be pre approved through the ACB pre approval service, your Electrolux Marketing Development Manager or your Sales Zone Manager, to ensure reimbursement. EMA provides pre formatted advertising, materials and guidelines via or and through your EMA sales/marketing representative. Prior Approval is required for Outdoor Media (Billboards, Truck Signage) and Shows & Exhibits. The following Media/Activities qualify for reimbursement under the Co op Advertising Program. Prior Approval is recommended but not required, except as noted.* MEDIA/ACTIVITY PRINT MEDIA Newspaper ROP / FSI / Circular, Magazine Direct Mail, Letters, Catalogs BROADCAST MEDIA Radio & Television DIGITAL MEDIA Internet Banner/Display Ads Paid Search Marketing OUTDOOR MEDIA Billboards Truck Signage SHOWS & EXHIBITS PRIOR APPROVAL REQUIRED* NO NO NO YES YES ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 5 JANUARY 2014

7 GENERAL ADVERTISING REQUIREMENTS The appropriate Electrolux logo(s) is required for all media, except Radio and Search All ads must include a product image, except Radio and Search A minimum of one (1) feature/benefit call out or pre formatted product inset image is required if a model # is shown The advertised price must correspond to the Electrolux product(s) featured in the advertising and must meet Minimum Advertised Price (MAP) requirements Model number must be shown if price (MAP) is shown In multi branded product ads, EMA will reimburse a percentage based on the space occupied by the Electrolux brand of the trade customer s net cost of qualified advertising up to their available Co op allowance Example: If Electrolux Brand product(s) represent 15% of the total product ad space on the page, the trade customer is eligible for Co op reimbursement for 15% of the ad space. Electrolux and Frigidaire brands/product(s) can be advertised together but should be clearly separated from each other and from competitive brand product(s) in a multi vendor print ad Mention of Electrolux Brand product(s) will not be deemed sufficient for reimbursement, e.g., showing only the Electrolux logo in an ad does not meet the requirements for Co op reimbursement. ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 6 JANUARY 2014

8 ELIGIBLE MEDIA/DOCUMENTATION REQUIREMENTS REQUESTS FOR EMA CO OP PROGRAM REIMBURSEMENT MUST ADHERE TO ALL GUIDELINES TO BE DEEMED ELIGIBLE. PRINT MEDIA (NEWSPAPER ROP, FSI, CIRCULARS, MAGAZINES) Pre formatted materials and guidelines are available via or and through your EMA sales/marketing representative. ELIGIBLE INELIGIBLE REQUIREMENTS: NEWSPAPER ROP NEWSPAPER INSERTS/FSI S (PRINTING & INSERTION COSTS QUALIFY, ONLY) CIRCULARS MAGAZINES CLASSIFIED ADS ARE INELIGIBLE FOR CO OP REIMBURSEMENT ARTWORK AND PRODUCTION COSTS DO NOT QUALIFY ELECTROLUX LOGO AND/OR TRADEMARKS, PROPERLY USED MINIMUM OF ONE (1) IMAGE/PHOTOGRAPH OF AN ELECTROLUX PRODUCT(S) IF PRICE IS SHOWN, THE FOLLOWING IS REQUIRED: o MAP COMPLIANCE COMPLETE MODEL NUMBER(S) o o MINIMUM OF ONE (1) FEATURE/BENEFIT CALL OUT OR PRE FORMATTED PRODUCT INSET IMAGE FOR ELECTROLUX PRODUCT(S) FEATURE AN ELECTROLUX BRAND PRODUCT(S) OR AN ELECTROLUX BRAND PROMOTIONAL EVENT. THE APPROPRIATE FOOTNOTE SHOULD BE USED WHEN ADVERTISING A PRODUCT CLAIM. FOR EXAMPLE: WASH AND DRY THE MOST IN ONE LOAD BASED ON MANUFACTURER SPECIFICATION PERFORMANCE DOCUMENTATION COMPLETED ELECTROLUX/ELECTROLUX ICON CO OP REIMBURSEMENT CLAIM FORM (EITHER MAILED OR SUBMITTED ONLINE THROUGH THE CO OP RESOURCE CENTER) INVOICE FROM PUBLICATION DETAILING THE AD DATE AND NET COST. ORIGINAL TEARSHEET WITH PUBLICATION DATE REFLECTED ON THE PAGE. (IF ORIGINAL TEARSHEET IS NOT AVAILABLE, AN AUTHORIZED FULL PAGE ELECTRONIC TEARSHEET FROM PUBLICATION IS ACCEPTABLE) FOR ADS RUN IN MULTIPLE MARKETS, ONE FULL PAGE TEAR SHEET OF EACH UNIQUE AD REFERENCING PUBLICATION NAME AND DATE, ALONG WITH THE NAME OF EACH PUBLICATION IN WHICH THE AD WAS INSERTED WITH DATE AND COST OTHER PRINTED MEDIA: A COMPLETE COPY OF THE PRINTED PIECE WITH INVOICE OR STATEMENT SHOWING ACTUAL NET PRINTING COST AND/OR INSERTION COSTS ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 7 JANUARY 2014

9 DIRECT MAIL, LETTERS & CATALOGS Pre formatted materials and guidelines are available via or and through your EMA sales/marketing representative. ELIGIBLE ONLY NET COSTS WILL BE REIMBURSED FOR THE FOLLOWING: INELIGIBLE PRINTING POSTAGE CREATIVE, PRODUCTION COSTS AND AGENCY FEES DO NOT QUALIFY FOR REIMBURSEMENT, INCLUDING HANDLING, SORTING, ETC. MAILING LISTS REQUIREMENTS ALL TRADE CUSTOMER PREPARED DIRECT MAIL, LETTERS & CATALOGS MUST HAVE PROMINENT ELECTROLUX PRODUCT OR PROMOTIONAL FOCUS. PRIVATE SALE LETTER SHOULD MENTION SALE OF ELECTROLUX BRAND APPLIANCES ELECTROLUX LOGO AND/OR TRADEMARKS, PROPERLY USED MINIMUM OF ONE (1) IMAGE/PHOTOGRAPH OF AN ELECTROLUX PRODUCT(S) IF PRICE IS SHOWN, THE FOLLOWING IS REQUIRED: o MAP COMPLIANCE COMPLETE MODEL NUMBER(S) o o PERFORMANCE DOCUMENTATION MINIMUM OF ONE (1) FEATURE/BENEFIT CALL OUT OR PRE FORMATTED PRODUCT INSET IMAGE FOR ELECTROLUX PRODUCT(S) COMPLETED ELECTROLUX/ELECTROLUX ICON CO OP REIMBURSEMENT CLAIM FORM (EITHER MAILED OR SUBMITTED ONLINE THROUGH THE CO OP RESOURCE CENTER) A COMPLETE COPY OF PRINTED PIECE PRINTER S INVOICE CLEARLY SHOWING THE TOTAL QUANTITY PRINTED AND COST OF ENTIRE PIECE, SEPARATE FROM OTHER NON REIMBURSABLE COSTS CERTIFIED POST OFFICE MAILING RECEIPTS ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 8 JANUARY 2014

10 BROADCAST ADVERTISING (RADIO & TELEVISION 15, 30 & 60 SECOND SPOTS) Pre formatted materials, broadcast spots, and guidelines are available via or and through your EMA sales/marketing representative. ELIGIBLE PLACEMENT COSTS FOR SPOTS AIRED ON LICENSED RADIO STATIONS, TELEVISION AND CABLE STATIONS 15, 30 AND 60 SECOND SPOT COMMERCIALS QUALIFY INELIGIBLE CREATIVE, PRODUCTION COSTS AND AGENCY COMMISSIONS REQUIREMENTS SUFFICIENT TIME IN THE AD TO CLEARLY IDENTIFY THE ELECTROLUX PRODUCT(S) ELECTROLUX LOGO AND/OR TRADEMARKS, PROPERLY USED (TV ADS) IF PRICE IS SHOWN/MENTIONED, THE FOLLOWING IS REQUIRED: o MAP COMPLIANCE o COMPLETE MODEL NUMBER(S) PRODUCT IMAGE (IN TV ADS) o ELECTROLUX MUST BE MENTIONED AND IDENTIFIED AT LEAST ONCE IN A 15 OR 30 SECOND SPOT AND TWICE IN A 60 SECOND SPOT PERFORMANCE DOCUMENTATION COMPLETED ELECTROLUX/ELECTROLUX ICON CO OP REIMBURSEMENT CLAIM FORM (EITHER MAILED OR SUBMITTED ONLINE THROUGH THE CO OP RESOURCE CENTER) STATION INVOICE OR STATEMENT DETAILING: ELECTROLUX PRODUCT(S)/MODEL(S) FEATURED, NET COST PER SPOT, DATES AIRED, LENGTH OF EACH SPOT, AND THE NUMBER OF TIMES THE SPOT RAN COPY OF SCRIPT AIRED SHOWING THE AUDIO AND/OR VISUAL (TV) CORRESPONDING TO THE STATION INVOICE ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 9 JANUARY 2014

11 DIGITAL ADVERTISING Pre formatted materials and guidelines are available via or and through your EMA sales/marketing representative. ELIGIBLE INELIGIBLE REQUIREMENTS BANNER/DISPLAY ADS PAID SEARCH MARKETING WEBSITE DEVELOPMENT OR HOSTING FEES AGENCY FEES/COMMISSIONS OR PRODUCTION COSTS ADVERTISING MUST BE EXCLUSIVE TO ELECTROLUX/ELECTROLUX ICON BRANDS AND MUST NOT MENTION ANY OTHER EMA BRAND IN CONNECTION WITH OR ADJACENT TO THE ELECTROLUX BRAND ANY INTERNET OR DIGITAL ADVERTISING MUST INCLUDE LINKAGE TO COMPLETE PRODUCT INFORMATION. COMPLETE PRODUCT INFORMATION MUST BE WITHIN ONE CLICK OF LANDING PAGE THE ELECTROLUX BRAND LOGOS MUST BE IN AN UNALTERED FORM. ALL LOGOS SHOULD BE OF EQUAL OR GREATER SIZE TO THAT OF TRADE CUSTOMER LOGO BANNER/DISPLAY ADS AND COMMUNICATIONS MUST ALSO INCLUDE: o o o ELECTROLUX LOGO AND/OR TRADEMARKS, PROPERLY USED MINIMUM OF ONE (1) FEATURE/BENEFIT CALL OUT OR PRE FORMATTED PRODUCT INSET IMAGE FOR ELECTROLUX PRODUCT(S) OR KITCHEN SUITE AT LEAST ONE PRODUCT FEATURE/BENEFIT OR PROMOTIONAL MESSAGE COMMUNICATIONS WHICH INCLUDE REFERENCE TO ELECTROLUX BRAND PRODUCTS MUST BE IN FULL COMPLIANCE WITH THE CAN SPAM ACT. IF AN LIST IS PROVIDED TO EMA FOR MARKETING PURPOSES, THE TRADE CUSTOMER MUST BE ABLE TO SHOW CLEAR OPT IN/OPT OUT AS REQUIRED BY THE CAN SPAM ACT PERFORMANCE DOCUMENTATION COMPLETED ELECTROLUX/ELECTROLUX ICON CO OP REIMBURSEMENT CLAIM FORM (EITHER MAILED OR SUBMITTED ONLINE THROUGH THE CO OP RESOURCE CENTER) COPY OF SCREENSHOT SHOWING AD OR CLICK THROUGH URL COPY OF PLACEMENT CONTRACT/RATE CARD OR INVOICE (FOR THIRD PARTY WEBSITE, I.E. AOL, YAHOO) THIRD PARTY DOCUMENT VERIFYING NUMBER OF IMPRESSIONS, NUMBER OF VISITS/CLICK THRU S PER MONTH, OR NUMBER OF S FOR BLAST, ETC., IF NOT A THIRD PARTY WEBSITE ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 10 JANUARY 2014

12 OUTDOOR ADVERTISING (BILLBOARDS, TRUCK SIGNAGE) Outdoor Advertising (Billboards, Truck Signage) must be pre approved by EMA Electrolux Brand Marketing Development Manager or Sales Zone Manager. Pre formatted materials and guidelines are available via or and through your EMA sales/marketing representative. ELIGIBLE INELIGIBLE ONLY BILLBOARDS AND TRUCK SIGNAGE THAT HAVE BEEN PRE APPROVED BY EMA ELECTROLUX BRAND MARKETING DEVELOPMENT MANAGER OR SALES ZONE MANAGER ARE ELIGIBLE FOR REIMBURSEMENT BILLBOARDS ONLY RENTAL/POSTING COSTS TRUCK SIGNAGE LETTERS, DECALS AND TRUCK WRAPS BILLBOARDS PRODUCTION, MECHANICAL, FREIGHT, TAX, INSTALLATION & MAINTENANCE CHARGES ARE INELIGIBLE FOR REIMBURSEMENT REQUIREMENTS ELECTROLUX LOGO AND/OR TRADEMARKS, PROPERLY USED BENEFIT BRANDED HEADLINE OR FEATURE CALL OUT MINIMUM OF ONE (1) FEATURE/BENEFIT CALL OUT OR PRE FORMATTED PRODUCT INSET IMAGE FOR ELECTROLUX PRODUCT(S) MODEL # S MUST BE SHOWN WHEN PRICE REFLECTED ON KITCHEN SUITES OR PACKAGES ADVERTISED PERFORMANCE DOCUMENTATION PRIOR APPROVAL BY EMA ELECTROLUX BRAND MARKETING DEVELOPMENT MANAGER OR SALES ZONE MANAGER COMPLETED ELECTROLUX/ELECTROLUX ICON CO OP REIMBURSEMENT CLAIM FORM (EITHER MAILED OR SUBMITTED ONLINE THROUGH THE CO OP RESOURCE CENTER) COPY OF THE INVOICE OR STATEMENT SHOWING THE SPACE RENTAL CHARGE (BILLBOARDS), REFERENCING BILLBOARD(S) LOCATION(S) OR THE ACTUAL NET SIGN COST (TRUCK SIGNAGE) CLEAR PHOTOGRAPH(S) OF DISPLAYED TRUCK SIGNAGE OR BILLBOARD(S) ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 11 JANUARY 2014

13 SHOWS & EXHIBITS Shows & Exhibits must be pre approved by EMA Electrolux Brand Marketing Development Manager or Sales Zone Manager. Allowances under this plan are limited to EMA s share of the cost space devoted exclusively to Electrolux Brand appliances. ELIGIBLE ONLY SHOWS AND EXHIBITS THAT HAVE BEEN PRE APPROVED BY EMA ELECTROLUX BRAND MARKETING DEVELOPMENT MANAGER OR SALES ZONE MANAGER ARE ELIGIBLE FOR REIMBURSEMENT INELIGIBLE CLAIMS FOR SHOWS/EXHIBITS WILL NOT BE REIMBURSED WITHOUT PRE APPROVAL REQUIREMENTS (FOR PRIOR APPROVAL) NAME/TYPE OF SHOW, DEMOGRAPHICS AND ESTIMATED ATTENDANCE DATES AND LOCATION TOTAL COST & SIZE OF SPACE LIST ELECTROLUX BRAND APPLIANCES TO BE USED PERFORMANCE DOCUMENTATION COMPLETED ELECTROLUX/ELECTROLUX ICON CO OP REIMBURSEMENT CLAIM FORM (EITHER MAILED OR SUBMITTED ONLINE THROUGH THE CO OP RESOURCE CENTER) PRIOR APPROVAL BY EMA ELECTROLUX BRAND MARKETING MANAGER OR SALES ZONE MANAGER SHOW/EXHIBIT DETAILED INVOICE PHOTOGRAPH OF THE BOOTH/EXHIBIT AT SHOW, DISPLAYING ELECTROLUX PRODUCTS IN THE CONTEXT OF ENTIRE SPACE HOW TO SUBMIT YOUR CO OP CLAIMS OPTION 1: CO OP RESOURCE CENTER (CRC) WEB TOOL Trade Customers can submit Co op Claims and Prior Approvals online. Performance Documentation can also be uploaded through the CRC web tool. The individual Trade Customer s Co op Program funds and reimbursement activity will be available through the Coop Resource Center (CRC) The Website information includes: Available Co op Program funds, claims paid and available fund balance for each trade customer. LOG IN Each trade customer will be provided with a unique CRC User ID and Password to access information on their Co op marketing activity. ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 12 JANUARY 2014

14 OPTION 2: MAIL IN Regular Mail Electrolux Brand Co op Advertising Program or Electrolux ICON Brand Co op Advertising Program c/o ACB, Inc. PO Box Phoenix, AZ Overnight Mail Electrolux Brand Co op Advertising Program or Electrolux ICON Brand Co op Advertising Program c/o ACB, Inc West Fairmont Drive, Suite #7 Tempe, AZ CONTACT INFORMATION For information on the Electrolux/Electrolux ICON Co op Program, claim processing or claim status, please contact the Co op Program support team: Customer Support: E mail: Hours: Co op Resource Ctr: (CRC) Electrolux@acbcoop.com Monday Friday 7:00am 4:00pm (MST) To access Dealer Funds, Claim Status and Payment, click on the link on the EMA Co op Resource Center (CRC) Trade Customers will now be have the option to enter and submit Co op Claims and Prior Approvals online through the CRC web tool or mail. UNAUTHORIZED DEDUCTIONS Unauthorized deductions by the trade customer of the requested reimbursement amount are strictly prohibited and may be in direct violation of guidelines issued by the Federal Trade Commission (FTC.) ADDITIONAL POLICY TERMS The Co op program will not provide reimbursement for the following: Advertising must not contain statements derogatory to other manufacturers products. EMA will not pay for and will not be responsible in any way for advertisements that are deceptive or misleading, that contain misrepresentations or anti competitive content, or that fail to comply with all federal, state, and local laws and regulations. Deceptive or misleading advertising may lead to customer termination ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 13 JANUARY 2014

15 Using the Electrolux Brands in conjunction with other brands manufactured by EMA, e.g., Frigidaire by Electrolux and Electrolux by Frigidaire is NOT acceptable. Each brand must be separately advertised for eligibility of Co op advertising funds Close Outs / Discontinued Items: Advertising of an Electrolux Major Appliances designated close out or discontinued item must have the model or style number and Close Out Item clearly identified in the advertisement. In addition, the advertised price must adhere to the pricing that is provided on the "close out" tab within the Promotional MAP schedule identified by Electrolux Major Appliances for such close out or discontinued item and may apply only for six months after the close out date. Close out items may not be bundled with non close out items to advertise a single bundled price. LEGAL REQUIREMENTS To qualify for Co op Advertising reimbursement, you must comply with all federal, state, and local laws, regulations, rules and orders governing the form or content of such ads, commercials, billboards, etc. Any resale prices reflected in EMA pre formatted materials are suggested retail prices only and are inserted for the convenience of the dealer/reseller and as an example; each dealer/reseller is free to determine its own resale price and modify these materials to reflect such dealer s/reseller s determined resale price. AMENDMENTS/TERMINATION This program and any subsequent announcements issued under it constitute the advertising assistance available to each authorized trade customer at only the authorized location(s) listed in the applicable dealer/reseller sales agreement or contract distributor sales agreement. The company reserves the right to suspend Co operative advertising participation with the trade customer if any individually prepared advertising material does not comply with the provisions of this program. WARRANTY When included, warranty information (from the product manufacturer and the reseller) must be clearly explained and must meet the requirements of the Magnuson Moss Warranty Act. LINKS TO RESELLERS/DEALERS WEBSITES The EMA Dealer Locator will link to Electrolux dealer/reseller websites if the following criteria are met on the dealer s/reseller s website: Whenever the dealer/reseller website lists any appliance brands that they sell, the list must include the Electrolux Brand logo. A link to our website is not required; however it must be clear that the dealer/reseller carries Electrolux Brand products ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 14 JANUARY 2014

16 When linking to EMA, the link must point to (US dealers and resellers). It is not permitted for dealers/resellers to link to our corporate site ( When using the logo as a link or static image, it must follow the logo guidelines provided in the graphic guidelines LINKS TO EMA WEBSITES Links may be shown as a simple text link, or use logo. When creating the Electrolux link, please use the following URL: (US) When creating the Electrolux ICON link, please use the following URL: (US) The following code can be copied if needed to create the link for Electrolux: <a href= >Electrolux</a> The following code can be copied if needed to create the link for Electrolux ICON : <a href= >Electrolux</a> The Electrolux brand logos must be identifiable for all product Internet representation. When listing multiple brands supplied by EMA, each brand logo must be listed separately and individual from the corporate logo. For official logos, please visit or For details on using logos, please see the EMA Graphic Standards Guidelines also available on these websites. ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 15 JANUARY 2014

17 QUICK REFERENCE FOR ADVERTISING REQUIREMENTS ELECTROLUX & ELECTROLUX ICON ADVERTISING The Chart below illustrates attributes that should be present in Electrolux advertising, based on Media. For more information, please refer to specific Eligible Media/Documentation Requirements within this Program. A price is not required, but if a price is shown or mentioned, the Minimum Advertised Price (MAP) Policy applies and the following must be included: o MAP Compliance o Complete model number(s) o Minimum of one (1) Feature/Benefit call out or pre formatted product inset image for Electrolux product(s) MEDIA/ACTIVITY PRINT ADVERTISING Newspaper ROP/ FSI /Circular REIMBURSEMENT %/RATE 70% LOGO PROPERLY DISPLAYED REQUIRED: YES PRODUCT IMAGE REQUIRED IF PRICE IS SHOWN/MENTIONED: MAP COMPLIANCE COMPLETE MODEL NUMBER AT LEAST ONE FEATURE / BENEFIT YES YES YES YES Magazine 70% YES YES YES YES YES Direct Mail/ Letters/ 70% YES YES YES YES YES Catalogs DIGITAL MEDIA- All Internet advertising must include links to branded landing page or complete product information Internet Banner/Display Ads 70% YES YES N/A NO YES- OR PROMOTIONAL MESSAGE Paid Search 70% NO NO N/A NO NO Marketing 70% YES YES N/A NO YES BROADCAST MEDIA TELEVISION 70% YES YES YES YES NO RADIO 70% NO NO N/A NO NO OUTDOOR- Prior Approval from Electrolux District Manager or Marketing Development Manager Billboards, Truck Signage 70% YES YES YES YES YES SHOWS/EXHIBITS- Prior Approval from Electrolux District Manager or Marketing Development Manager Shows/Exhibits 70% YES YES N/A N/A N/A ELECTROLUX MAJOR APPLIANCES NORTH AMERICA Page 16 JANUARY 2014