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Cooperative Marketing Agreements: Legal Considerations

To reach niche markets efficiently and cost-effectively, marketers run ads in niche media and/or sponsor events unique to that market. When companies began reaching out to gay men and lesbians in the 1980s, they ran ads in gay print media and sponsored gay/lesbian pride events. 21 Later, “gay marketing” expanded into mainstream media by including gay and/or lesbian spokespersons in ads, b without necessarily targeting the niche markets. 22 As will be discussed later in the study, while Subaru has largely tailored its efforts to gay and lesbian media, Subaru has crossed over into mainstream media, most notably by using. | United States oral I Q Department of vuuueiauve Adriculture . . Marketing s Agreements ACS Research . _x_ Report 106 Legal Aspects Abstract Cooperative Marketing Agreements Legal Considerations John D. Reilly Attorney-Adviser Agricultural Cooperative Service U.S. Department of Agriculture This report focuses on the legal characteristics of cooperative marketing agreements. The basic legal principles governing marketing contracts are first reviewed. The integral parts that make up a marketing agreement are then examined in detail. Examples of common provisions used in marketing agreements appear throughout the report for purposes of illustration. Keywords Cooperatives marketing agreements contracts transactions ACS Research Report 106 July 1992 Preface This report is intended to assist managers directors and their professional advisers in drafting new cooperative marketing agreements as well as evaluating and updating existing agreements already in place. Samples from actual marketing agreements are used throughout this report and have been edited to preserve the anonymity of the cooperative associated with the particular sample. The author would like to thank those cooperatives that voluntarily furnished marketing agreements for use in this project. also want to acknowledge the assistance of Donald Frederick and George Martin of the Agricultural Cooperative Service in completing this .