One speaks of joint advertising, co-op or tandem advertising when two or more providers of complementary products advertise jointly by naming their company and / or their brands.
Example: A manufacturer of washing machines and a manufacturer of detergents or a manufacturer of table linen and a manufacturer of table china advertise together with their brands.
Die Ziele der Verbundwerbung sind SynergieEffekte durch Image transfer und Senkung der Werbekosten.