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LEARN MORE AT BridgestoneMarketing.com

STANDING OUT IN YOUR MARKET54 55CO -OP

CO-OPSelling tires is a team job! When eligible, you are encouraged to take full advantage of our comprehensive cooperative advertising program that will help you reach your potential customers in a more effective and cost-efficient way.

Overview

Process and Reimbursement

Co-op Advertising Hints

Terms and Conditions

Advertising, the Law and You

U.S. Restrictions / Disclaimers

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TABLE OF CONTENTS

Overview

CO-OP OFFER

Bridgestone sells and markets Bridgestone and Firestone tires. To help promote sales, a portion of the costs of advertising performed by authorized dealers will be reimbursed on a cooperative basis provided there are sufficient accruals and the advertising complies with co-op guidelines.

PURPOSE

To effectively advertise dealer names and locations where Bridgestone and Firestone products can be purchased.

To maintain standards of advertising which are in the best interest of all dealers of Bridgestone Americas Tire Operations, LLC.

To equitably share the cost of advertising.



Process and Reimbursement

Authorized Bridgestone dealers who are in good standing will accrue a percentage of net purchases for eligible Bridgestone and/or Firestone products* if all conditions are met. Net invoices reflect gross purchases of Bridgestone and/or Firestone radial passenger and light truck tires less the following:

1) All tire returns

2) Sales policy and claim adjustment credits

3) National Fleet, National Accounts or Government credits

4) All taxes

5) Freight and/or handling charges

6) Freight allowances

7) Co-op accruals will not be reduced by any volume bonus accrual/payment

UTILIZATION OF ACCRUALS

A. Bridgestone accruals may be used to advertise Bridgestone and Firestone products or its Associate products in conjunction with other Bridgestone and Firestone brand passenger and light truck products.

B. Exclusive Bridgestone Associate Brand advertising is not eligible for co-op reimbursement. Bridgestone and/or Firestone logo must be included in advertising containing Bridgestone Associate Brands. Bridgestone Associate Brands must not exceed 50% of the advertised Bridgestone and Firestone product space.

* Co-op accruals do NOT apply to Bridgestone or Firestone commercial light truck tires and cannot be used to reimburse for advertising related to such tires. Please see your Bridgestone sales representative for co-op accrual percentage information.

ACCRUALS

FUNDS ACCRUED

January

February

March

April

May

June

July

August

September

October

November

December

CLAIM BY OR EXPIRES

October 25th

November 25th

December 25th

January 25th

February 25th

March 25th

April 25th

May 25th

June 25th

July 25th

August 25th

September 25th

ACCRUAL T IMETABLE

ACCRUAL PERIOD

Funds are accrued monthly and are on a nine-month rolling period. Funds must be claimed within nine months of earning to prevent expiration. Once funds expire, they are no longer available for use.

EXAMPLE: Funds ACCRUED in January must be CLAIMED by October 25th of the same year or they will expire.



CLAIM SUBMISSIONAll co-op claims and proper supporting documentation must be submitted and received by D M Services within 90 days after the date of insertion (date of advertising). Electronic claim forms are available at BridgestoneMarketing.com and can be submitted via email to [email protected]. You can submit claims via mail to:

D M Services PO Box 980 Millerton, NY 12546 P: 800-633-8385 F: 518-789-9316 Email: [email protected]

EXAMPLE:

February 4th advertising must be received by our audit service before May 4th of the same year or it will be subject to denial.

MONTH OF ADVERTISING

January

February

March

April

May

June

July

August

September

October

November

December

MUST BE RECEIVED BY

April

May

June

July

August

September

October

November

December

January

February

March

CLA IM SUBMISSION TABLE

PRIOR APPROVAL PROCESS Help us help you meet your advertising deadlines by allowing enough time for your ad to be reviewed for co-op compliance. Prior approval of your advertising will ensure that you receive the maximum co-op reimbursement for which your ad qualifies once you are ready to claim your advertising through co-op.

The prior approval process is solely for the purpose of evaluating compliance with this co-op policy. Dealer acknowledges that prior approval does not in any way constitute, and Bridgestone expressly disclaims, that a review or representation that the ad(s) complies with any applicable laws, rules or regulations.

Please note that when submitting an ad for pre-approval, you must allow D M Services one to two business days for a response to your request. Due to evolving marketing guidelines and updated tire information, it is important that previously approved ads receive renewed approval on a regular basis.

THE PRIOR APPROVAL PROCESS IS AS FOLLOWS:

Submit media ad to D M Services for approval prior to placement of ad to ensure ad meets the guidelines set forth in this co-op policy and will be eligible for co-op reimbursement. When advertising in color, please submit ad in color to ensure proper logo usage.

Please note that when submitting an ad for pre-approval, you must allow D M Services one to two business days for a response to your pre-approval request regardless of advertising deadlines. Your cooperation is appreciated.

Faxed: 518-789-9316 • Emailed: [email protected] For questions regarding the status of a prior approval, call 1-800-633-8385. Reimbursement rates and approvals are always given in writing.

Please note that in an effort to assist you with your advertising needs, we also offer help with your advertising at no charge. Please contact our Retail Marketing Support team for help at 1-800-792-8807 or [email protected].

PRIOR APPROVALS C AN BE:

NEED ADVERTISING HELP?



AD DESIGNBe sure to have all ads pre-approved before committing to the advertising.

RADIO AND TELEVISION ADS:

30-second spot requires at least two mentions of logo/name (Bridgestone and/or Firestone) and/or product.

60-second spot requires at least three mentions of logo/name (Bridgestone and/or Firestone) and/or product.

100% reimbursement requires exclusive Bridgestone and/or Firestone advertising.

PRINT ADS:

Print ads must include logo. (Newspaper, Direct Mail, Flyers, Billboards, Yellow Pages, etc.)

Be sure to use the logo correctly. If the ad will be in black and white only, use the solid black or solid white versions of the logo.

FOR ALL ADS:

When advertising a warranty or offer, be sure to include the complete disclaimers for mileage warranties, Buy and Try Guarantee, and “No interest if paid in full within 6 months*” credit card offer.

CLAIM SUBMISSIONReminder: All advertising needs to be submitted within 90 days from date of advertising.

RADIO AND TELEVISION ADS:

Original invoice, run schedule, and signed and notarized script with run and billing information required.

PRINT ADS:

Original invoice and full-page tearsheet with name and date of publication clearly visible.

YELLOW PAGES ADS:

Full-page tearsheet, invoice or monthly phone bill, and confirmation statement or contract from Yellow Pages company.

BILLBOARD ADS:

Monthly invoice, contract from billboard company, and photograph of completed billboard in place.

Co-op Advertising Hints

Look for these pre-approved templates on BridgestoneMarketing.com.

WARRANTY AND OTHER DISCLAIMERS Mileage Warranty and Buy & Try Guarantee Disclaimer:

“Certain limitations and restrictions apply. See warranty manual for details.”

Indy 500 Tire: You must include this disclaimer in all ads featuring the Firestone Firehawk Indy 500 tire and Firehawk Wide Oval Indy 500.

“ Trademarks of Brickyard Trademarks, Inc. are used with permission.”

YELLOW PAGES LOGOSWhen displaying both logos, Bridgestone must always come first or be on top. For black and white Yellow Pages ads, logo must be in solid black. For color Yellow Pages ads, logo should be in color also.

BRIDGESTONE LOGOOn March 30, 2011, Bridgestone Americas unveiled a new logo. Be sure you are using the current logo as indicated below.

Logos can be found at BridgestoneTire.com or FirestoneTire.com in the media section, or BridgestoneMarketing.com. Please refer to the logo guidelines section beginning on page 40 to see proper usage of the logo.



The following pages explain how you will be reimbursed for your marketing efforts. Please use the chart below to make notes on what you think will be most effective for your campaign, and get started today to utilize what you’ve learned from the Marketing Mix worksheets on page 19–20.

Actual Reimbursement

Date Submitted

Expected Reimbursement

Total Investment

Pre-Approval Submit Date

Marketing Mix Tactic

CO-OP SUBMISSION LOGGENERAL ADVERTISING REQUIREMENTS FOR ALL MEDIAAll ads and commercials, except radio, must contain the Bridgestone and/or Firestone logo.

All advertising must represent Bridgestone, Firestone and its Associate Brands in a professional manner.

No claims of safety, superiority or excellence can be made, directly or indirectly, in reference to Bridgestone, Firestone or its Associate Brand products.

Any warranty advertised (Bridgestone, Firestone, Associate or dealer) must specify who is offering the warranty and comply with the conditions as set forth in this policy. (See warranty/disclaimer.)

When advertising a price, a size and tread design must correspond to that price.

Associate Brands may not be advertised as Bridgestone or Firestone products. EXAMPLE: “Bridgestone Fuzion,” “Firestone Dayton,” etc.

The Bridgestone or Firestone logo(s) may not be used with Associate Brand tires.

Ads that include Nitrogen performance claims are not eligible for co-op and will be denied.

Maximum reimbursement amount for production charges including agency or talent fees is $5,000 a year total for all media. Fees calculated on a rolling 12-month period.

Ads cannot contain offers for used or recapped tires.

Claims will be denied if proper disclaimers are not reflected in all Bridgestone and/or Firestone and Associate Brand advertising.



AD T YPE REIMBURSEMENT RATE REQUIREMENTS DOCUMENTATION

Billboard

Birthday Connections

Bus Shelters/Mall Boards

Direct Mail

Discount Cards

Electronic Reader Board

Insert

Loyal Rewards

Magazine

Movie Screen/Transit

Moving Targets

Newspaper

Permanent Non- Magnetic Decals

Vehicle Truck Wrap

100% • BATO/BSCA Entirenet supplied templates cannot be altered

• No competitor product or logos

• Bulk rate and/or standard mail

• Bridgestone/Firestone logo must be equal to or no smaller than 75% of dealer logo

• Warranties and conditions are disclaimed correctly (see warranty pages 77–79)

• The purchase of direct mail customer list not eligible

NOTE: Associate Brand (including Dayton) ads must also contain Bridgestone and/or Firestone product and logo

• Original invoice and prior approval, when applicable, or electronic invoice, plus:

• Newspaper: FULL PAGE original, scanned or electronic tearsheet with name and date of publication

• Direct Mail Insert: Sample and postage receipts (if applicable)

• Magazine: Full page tearsheet with name and date of publication

• Billboard/Transit/Movie: Photo of ad in place and copy of contract

• Moving Targets, Birthday Connections and Loyal Rewards: Invoice only

• Wraps and Decals: Invoice and photograph of vehicle with wrap or permanent non-magnetic decal displayed

50% Same guidelines as 100% reimbursement (shown above), except for: • Bridgestone and/or Firestone must have

equal mentions with competitors

Prorated Reimbursement (based on BATO percentage)

Same guidelines as 100% reimbursement (shown above), except for: • Bridgestone and/or Firestone has less

than equal mentions with competitors

PR INT MEDIA

TELEPHONE ON -HOLD & C ALL HANDLINGAD TYPE REIMBURSEMENT RATE REQUIREMENTS DOCUMENTATION

Spectrio on-hold & call handling

100% Using Bridgestone supplied program:• Program “1” (8 segments: 4 BATO,

4 custom, no competitive)

• Completed order and copy of custom and competitive scripts (if applicable)

80% Using Bridgestone supplied program:• Program “2” (8 segments: 3 BATO,

4 custom, 1 competitive)

SERVICE COMPANY CONTACT

Calendars Teldon 888-983-5366

Credit Card Machine Elavon 866-534-7542

ASA/Cornerstone Kristin Schopf 615-937-3733

Digital Menu Boards Spectrio 800-322-5135and Bridgestone TV

Email Marketing Program eNGAGE 800-792-8807

Inflatables - Rentals Bridgestone Marketing ASM or BridgestoneMarketing.com

Local Search Engine Marketing ReachLocal 214-294-0434 (Geo-Targeted) [email protected]

Social Media Services RSN Bridgestone Social Solution 800.792.8807 [email protected]

Optimize Social Media 855-676-1212 OptimizeSocialMedia.net

Showroom Displays Niven 800-447-4575

Telephone On-Hold Services & Spectrio 800-322-5135Call Handling

Wearables Staples – US and Canada 866-313-5157 ext. 1 Website Development Program TCS Technologies 888-449-8473 ARI 877-805-0803 Net Driven 877-860-2005 ext. 223

Yellow Pages Trade Name Listing DAC Group 800-532-3565

EVENT SCHEDULING:

BIGFOOT Penny Lopez 314-731-8112 ext. 113

Event Trailers Sales Manager BatoEventRequest.com to request

Motorsports IndyCar Display Dana Nickerson 615-937-3419

CO-OP APPROVED VENDOR CONTACT L IST REIMBURSEMENT RATES

INFLATABLES – RENTAL PROGRAMAD T YPE REIMBURSEMENT RATE REQUIREMENTS DOCUMENTATION

100% • Contact your area sales representative or BridgestoneMarketing.com to book/rent an inflatable.

• Original invoice from BATO




Website Development Program

Reimbursement: Annual Cap of $10,000

Fully Dedicated Site

(Exclusive BATO brands)

100%

• Homepage must have a link to at least one of these sites, and link must be prominent on the homepage whether highlighted or colored:

BridgestoneTire.comFirestoneTire.com

• No competitive products are included on the site’s homepage, tire selector or product catalog

• All tire images or tread pictures used in the design must be a Bridgestone and/ or Firestone product

• Must include a Bridgestone and/or Firestone logo on the front page

• Original invoice from ARI, Net Driven or TCS Technologies with website address

80% (Includes competitor brands equal mentions)

80% (Dealers utilizing “Tire Connect” without a specific “Tire Brand” page)

• Homepage and product pages must have at least 50% Bridgestone and Firestone product space

• Homepage must have a link to at least one of these sites, and link must be prominent on the homepage whether highlighted or colored:

BridgestoneTire.comFirestoneTire.com

• Must include a Bridgestone and/or Firestone logo on the home page at least equal size to competitive logos

• Bridgestone and/or Firestone products must receive prominent placement in tire catalog and selector


Prorated Reimbursement (Based on BATO percentage)

• Homepage must have a link to at least one of these sites:

BridgestoneTire.com FirestoneTire.com

• Must include a Bridgestone and/or Firestone logo on the home page at least equal size to competitive logos

• Bridgestone and/or Firestone products must receive prominent placement in tire catalog and selector


BATO=Bridgestone Americas Tire Operations, LLC BSCA=Bridgestone Canada Inc.

INTERACT IVEDealer must use a Bridgestone approved vendor to submit for website reimbursement. Approved vendors include: ARI 877-805-0803, Net Driven 877-860-2005 X 223, and TCS Technologies 888-449-8473.

CFNA C ARD HARDWARE (U.S . ONLY )

AD TYPE REIMBURSEMENT RATE REQUIREMENTS DOCUMENTATION

100% • Purchased through CFNA partner • For questions regarding CFNA processing solutions, contact CFNA at 1-800-527-6770

ELECT RONIC MEDIA AND DIG ITAL MENU BOARDS


Radio, TV, Web Streaming

100% • Bridgestone and/or Firestone name and/or products mentioned 1x :15 or less; 2x :20; 2x :30 and 3x :60 spots

• Warranties and conditions are disclaimed correctly (see warranty pages 77-79)

• BATO/BSCA supplied spots cannot be altered; dealer can only alter tagged portion for logo and dealer info

• Check BATO/BSCA supplied spots for co-op eligibility before airing

• No competitors

• Unaltered ANA/RAB or ANA/TVB affidavit of performance and run schedule

• Original invoice, run schedule and signed and notarized script with run and billing information required

• Original station invoice • Script and station

invoice must cross-reference

• Notarized script of tagged portion only if using a corporate produced spot; include corporate name and/or spot number

• TV script must contain both audio and video portion

Radio, TV, Web Streaming

50% Same guidelines as 100% reimbursement (shown above), except for: • Bridgestone and Firestone must have

equal mentions with competitors

Prorated Reimbursement (based on BATO percentage)

Same guidelines as 100% reimbursement (shown above), except for: • Bridgestone and/or Firestone has less

than equal mentions with competitors

Digital Menu Boards & Bridgestone TV

100% • Must use Spectrio offering only Call 1-800-322-5135

• Original Spectrio invoice




AD T YPE REIMBURSEMENTRATE REQUIREMENTS DOCUMENTATION

Yellow Pages Trade Name Listing

100% • Yellow Pages: Contact DAC Group for listing at 800-532-3565

• Invoice from BATO or DAC Group order confirmation and proof of payment

Yellow Pages Display Ads or Directory

100% • Same as Print Media• Must be under “Tire Dealers” heading• No competitors

• Confirmation statement, full-page tearsheet, or print screen of Internet ad plus original invoice

• Phone bill(s) when submitting monthly or quarterly

50% • Same as Print Media• Must be under “Tire Dealers” heading • Bridgestone and/or Firestone have equal

mentions with competitors

YELLOW PAGES

Emerging Digital Opportunities may be considered on a case-by-case basis and must be targeted advertising to build the Bridgestone and/or Firestone brand.

AD TYPE REIMBURSEMENT RATE REQUIREMENTS DOCUMENTATION

Local Search Engine marketing or Search Engine Marketing Keyword Buys

100% when using Retail Services Network (RSN)

Option 1 • In order to take advantage of RSN’s

Search Engine Marketing products & programs you must contact us via the Bridgestone Marketing Retail Services Network (800)-792-8807; [email protected]

• Dealer set-up fee co-opable

• Minimum monthly commitment may apply

• Option 1: Provide RSN invoice or Bridgestone invoice with digital product as line item charge

• Option 2: Provide ReachLocal invoice

• Option 3: If using any agency, vendor or provider besides RSN or ReachLocal:

• Invoice and report from direct provider

(example: Google, Bing, Yahoo etc.) that shows campaign performance, keywords, clickthrough rates, etc.

• A screenshot of the ad landing page and screenshot of the ad displaying on a search engine

• Invoicing from 3rd party vendor must include search engine invoice copies

Note: See example below. A printed screenshot of search engine ad within program period must be included with claim

100% when using Reach Local

100% when using another vendor or company

Option 2• Internet: In order to take advantage of

Bridgestone’s ReachLocal program, you must contact Reach Local via this phone number, email or website:

(214) 294-0434 [email protected]• Dealer set-up fee co-opable• Minimum dealer sign-up of 3 months

on program• Minimum spend will be required and

may vary by market; ReachLocal will analyze market size and advise on minimum spend requirements for the program to be effective

Option 3

• Dealer set-up fee co-opable

• Dealer must use BATO approved keyword list (Approved list is on Entirenet: list includes non-branded keywords like car tires, tires, etc.)

• “Bridgestone” and/or “Firestone” must be used in the ad copy that is returned on the search engine; it may not include competitive brands in the ad

• No competitor mentions


Social Media 100% when using Optimize Social Media

50% when using Optimize Social Media

50% when using another vendor, agency or company

25% when using another vendor, agency or company

• Bridgestone supplied templates must be utilized and no other tire brands/program logos are displayed

• Bridgestone supplied templates are utilized but other tire brands/program logos are also displayed

• Bridgestone supplied templates must be utilized and no other tire brands/program logos are displayed

• Bridgestone supplied templates are

utilized but other tire brands/program logos are also displayed

• Original invoice from OSM or other vendor and screenshots of ads displayed.

Note: See example at bottom of page 68. A printed screenshot of search engine ad within program period must be included with claim

Banner/Display Advertising

100% • Correct logo(s) must be used• Competitor products cannot be

included in ad

• Original invoice from direct provider who ran the ad (NOT a 3rd party vendor)

• Dated screenshot of banner being run on sites during campaign period

Email Marketing Program 100%

• Using Bridgestone supplied program from eNGAGE

• No competitor mentions

• Template must be used as provided

• Call 800-792-8807 for more info

• Invoice for eNGAGE service

INTERACT IVE (CON’T )INTERACT IVE (CON’T )

Example of Sponsored Link




100% Purchasing BATO/BSCA supplied items: • Freight allowed; taxes ineligible for reimbursement • Charges for damages are not reimbursable for co-opDealer-created P.O.P.: • Reasonable expenses and subject to prior approvalContact information: • US—Bridgetstone Americas Fulfillment Center:

800-860-0059 • Canada—PPFD: 866-401-6940

• From BATO/BSCA• Niven: 800-447-4575

PROMOTIONAL MATERIALS, P.O.P. , SHOWROOM DISPLAY SYSTEMS AND SPORTS MARKETING OUTDOOR EVENT KITS



Approved Vendor

Limited to 25% of rolling 12 month accruals.

100% • Purchasing BATO/BSCA supplied items (ASB not eligible).• Calendars: Teldon 1-888-983-5366• Wearables: Staples Promotional Products

866-313-5157 ext. 1* • Bridgestonemerchandise.com• FirestoneDriveStore.com

• Original invoice from vendor

Produced Locally

Limited to 25% of rolling twelve month accruals.

50% • Must be identified with Bridgestone and/or Firestone logo(s)

• Bridgestone and Firestone logos must be equal to or greater than dealer logo

• PRIOR APPROVAL MANDATORY DUE TO LOGO GUIDELINES

• Original invoice• Sample of product or

picture of completed item

• Prior approval required

INCENTIVES/WEARABLES/C ALENDARS

DEALER BUSINESS TOOLS


CFNA Card Machine (U.S. only)

100% • Purchase through CFNA partner, Elavon (U.S. only)

• Elavon original invoice required• For duplicate invoice contact Elavon: 1-866-534-7542• For other questions contact CFNA: 1-800-527-6770 (prompt 1)

ASA/CornerstoneLimited to 25% of rolling 12 month accruals.

100% • One-time set-up fee and monthly maintenance fee.*

• Contact Kristen Schopf at 615-937-3733

• Original invoices from BATO or ASA.

Excel Air Stations 50% • Outside version only • Original media invoice

OE ConnectionLimited to 25% of rolling annual accruals.

50% • OE Connection 888-776-5792, Option #3 oeconnection.com

• Original OE Connection invoice

Tire Connect 100% • Tire Connect, Chance Harrington 416-999-9908 [email protected]

• Original media invoice from vendor

MOTORSPORTS / EVENTS


Big Foot User Fees

100% • Contact Penny Lopez at 314-731-8112 ext. 113 to schedule Big Foot

• Original invoice from Big Foot 4x4, Inc.

Event Trailer 100% • Email: BatoEventRequest.com or contact area sales representative


Motorsports User Fees

100% • Call 615-937-3419 to schedule an IndyCar

• Vendor – Performance Tire Service Company

• Original invoice from the race team

• Photograph of event

Mario Andretti Appearances

100%for appearance fee

• Call 615-937-3419 to schedule an IndyCar


Excludes transportation, repairs and driver’s expense, etc.

* Does not include hardware, consultation, travel and or related expenses. Fee for ASA workshop for dealers at 50%. Travel expenses not included.

* Shipping charges allowed. Taxes are not eligible for Co-op reimbursement. Duty Fees charged to Canadian dealers purchasing items from Staples are eligible for Co-op reimbursement.

AD T YPEREIMBURSEMENT

RATEREQUIREMENTS DOCUMENTATION

Yellow Pages Display Ads or Directory

Prorated Reimbursement (Based on BATO percentage)

• Same as Print Media• Must be under “Tire Dealers” heading• Bridgestone and/or Firestone have less than equal mentions

with competitors

• Confirmation statement, full-page tearsheet, or print screen of Internet ad plus original invoice

• Phone bill(s) when submitting monthly or quarterly

YELLOW PAGES (CON’T )



Terms and Conditions

PRODUCTS ELIGIBLE FOR REIMBURSEMENT

Bridgestone and Firestone Brand Products INELIGIBLE FOR CO -OP

A. INELIGIBLE MEDIA

B. INELIGIBLE COSTS

1. Delivery or taxes on printed materials

2. Taxes

3. Finance or late charges4. Freight/storage costs (except where noted)5. Any postage that is not bulk rate and/or standard mail

ELIGIBILITY

1. Ad-libbed or live TV or Radio commercials

2. Unsolicited fax marketing

3. Classified ads

4. Bodywork for vehicles (including painting)

5. Vehicle leases; purchases; service equipment

6. Business forms, cards or stationery

7. Catalogues, price books or lists

8. Convention, seminar or open house expenses

9. Prizes (including tires)

10. Event or hospitality tickets

11. Building and showroom painting

12. Store identification (see sign program)

13. Trade shows

14. Tire racks (other than Bridgestone produced) and equipment

15. Exclusive BATO/BSCA Associate Brands in any media

16. Any ad containing a performance or safety statement or claim on nitrogen17. Testimonial ads18. Sponsorships19. National Promotions printed billboard advertising20. Exclusive CFNA Credit Card advertising21. Image Kit22. Purchase of “inflatables” from Scherba is no longer permitted

COMMON REASONS FOR CO -OP DENIAL

A. Insufficient funds

B. Advertising performed did not comply with regulations and/or Bridgestone’s co-op policy (e.g., use of warranty and conditions without disclaimer; claims of safety, superiority, excellence, nitrogen, etc.)

C. Late submission (all claims must be submitted to and received by D M Services no later than 90 days following the insertion date)

D. Omitting proper proof of performance

E. Advertising performed was not eligible for credit

F. Not featuring the Bridgestone and/or Firestone logo(s) in print ads

G. Using old or incorrect Bridgestone logo (See page 41–42 for correct logo usage)

TERMS AND CONDITIONS

A. Bridgestone will reimburse a percentage of the actual net media cost less any applicable discounts, rebates, and/or ineligible charges (see Ineligible Section) up to the limits of the dealer’s accruals. Bridgestone reserves the right to adjust claim credit where the amount claimed does not accurately reflect a dealer’s media contract rate, earned volume discount or a fair market rate.

B. All invoices submitted must be unaltered originals or, where permitted, copies thereof.

C. Payment will only be in the form of an on-account credit for eligible dealers.

D. Free goods and similar offers will not be paid on advertising claims.

E. Bridgestone will not directly pay advertising media for advertising costs incurred by a dealer.

F. Earned co-op accruals are nontransferable from one authorized dealer to another.

G. Claims denied for improper submission or documentation may be resubmitted one time only within a 60-day period of receipt of denial notification.

H. Claims pending accruals will be held up to six accrual periods. Credit will be issued as sufficient accruals are earned on a monthly basis up to six additional accrual periods. After the six additional accrual periods, the claim will be paid to the limits of the accruals at that point and any remaining balance will be denied for lack of funds and ineligible for resubmission.

I. Under no circumstances may a dealer deduct co-op credits from any remittance due Bridgestone. Dealers attempting to deduct claims from invoices are subject to forfeiture of co-op advertising support eligibility. J. Should a debit balance occur in a dealer’s co-op fund for any reason, the entire amount of such balance is immediately due and payable to Bridgestone.



TERMS AND CONDITIONS CONT.

K. Dealer is responsible for the legality of their advertising. Advertising must be truthful and must not be misleading. All advertising must conform to applicable federal, state, provincial, municipal and administrative agency requirements.

L. Bridgestone’s review, approval or change to any advertisement does not constitute a representation, opinion or warranty that the advertisement complies with the applicable legal requirements, and the dealer expressly releases and holds Bridgestone harmless and indemnifies Bridgestone of all such responsibility.

M. Bridgestone reserves the right to reject any material which Bridgestone, in its sole discretion, believes to be unethical, in poor taste, or contrary to the best interests of Bridgestone.

N. Bridgestone reserves the right to terminate or modify this program at any time.

O. Co-op accruals do not vest with the dealer. Co-op accruals are the sole property of Bridgestone until actual amounts are credited to the dealer. Should the business relationship between Bridgestone and a dealer be terminated for any reason, Bridgestone co-op accruals that are remaining in the dealer’s account shall be the sole property of Bridgestone, and the dealer shall have no further interest in or rights thereto. This includes but is not limited to Bridgestone co-op requests that have been approved but remain unpaid prior to such termination.

P. Bridgestone shall have the sole discretion as to all issues or questions that may arise concerning the interpretation or application of this policy and all decisions will be final, non-reviewable and irreversible. Bridgestone reserves all rights to determine the actual amount of Bridgestone co-op accruals in the dealer’s account and shall be entitled to adjust the account at any time for credits, debits, returned goods or for other appropriate reasons as Bridgestone sees fit in its unreviewable discretion.

Q. Bridgestone reserves the right to deny any claim that exceeds the fair market price as determined by Bridgestone.

R. Bridgestone will not reimburse funds to dealer-owned advertising media.

S. Bridgestone will not pay claims in advance of advertising or promotion running.

APPROVED ASSOCIATE DEALERS

Dealers purchasing tires indirectly through one of our direct dealers.

In addition to all other terms herein:

A. Associate dealers require a direct dealer’s prior written permission in order to qualify for a co-op advertising program. B. Associate dealer co-op claims must be submitted by the direct dealer and must display the direct dealer’s name and account number. C. Advertising credit will be issued to the direct dealer. It is the responsibility of the direct dealer to issue credit to its associate dealer. D. All associate dealer created advertising must conform to Bridgestone’s co-op guidelines and be submitted by the direct dealer to Bridgestone for prior approval.

Inaccurate, misleading or illegal advertising can hurt your business. Dealers are responsible for the legality of their advertising and should familiarize themselves with the relevant legislation, regulation and industry codes. The following are suggestions only. Dealer is responsible for the legality of their advertising.

ALWAYS BE SURE

Ads are accurate, truthful and not misleading.

Advertised “sales” prices are actual and significant reductions. (For example, advertising that a tire is on sale for $9.99 when the former price was $10.00 is not permissible.)

Any Bridgestone, Firestone, Associate Brand, and/or dealer warranty advertising must include the appropriate disclaimers or disclosures. (See disclaimer/disclosure section.)

AVOID

Deceptive pricing ads, including “former price” comparisons and “No Trade-In” prices.

Unauthorized performance or safety claims and terms that imply false security.

Words that claim Bridgestone, Firestone and/or its Associate Brands have superior quality, performance, excellence or are safer than other tires, unless supported by appropriate test data.

Advertising warranties without including the appropriate disclaimers or disclosures.

Statements or claims about nitrogen. Ads that include nitrogen performance claims are not eligible for co-op. Ads making such claims will be fully denied.

ACCURACY

The most important thing you can do before releasing an ad for publication or broadcast is to carefully check accuracy. An incorrect price or improper word can quickly turn a lucrative sales event into a disaster. If the average reader or viewer can’t understand your ad, or if it lends itself to several interpretations, some of which may not be true, the ad might be misleading. If disclaimers are used to further explain a statement, be sure they are readable, accurate and contain all the information necessary to support the claim being made. When a tire’s construction is being discussed in an ad, be sure that the correct terms are used when describing such things as ply ratings, types of cord material, number and types of belts, and tire design (radial or bias ply). This information can be found in the most recent Bridgestone or Firestone product data publication. Avoid terms that have no accepted industry-wide standards (“first line”) or that imply a false sense of safety or security (e.g., “Blow-out Proof,” “Skid Proof”), and refrain from making any unauthorized performance, excellence, safety, or environmental claims or claims about nitrogen.

Advertising, the Law & You



PRICE ADVERTISING

Price advertising is a necessary part of retailing. But it’s also an area that holds many pitfalls for the careless advertiser. State and local laws concerning price advertising vary, so be sure to consult the Consumer Affairs Office, Better Business Bureau, Chamber of Commerce and your attorney for applicable regulations. Federal advertising guidelines also apply.

The following are examples of deceptive pricing practices that must be avoided when preparing your ads.

BAIT ADVERTISING

Advertising a bargain price for a product that the advertiser does not intend or want to sell is illegal. If the product is not in stock in sufficient quantities having regard to reasonably expected demand, this is illegal. Once the prospective customer visits the premises, the effort to switch him from the advertised product to another usually more expensive product is illegal. An adequate supply of advertised product should always be on hand to meet the expected demand. If only a limited supply exists, the fact should be adequately disclosed in the ad. No ad containing an offer to sell a product should be published or broadcast if the offer is not a bona fide effort to sell the advertised product.

DECEPTIVE FORMER PRICE COMPARISONS

Advertising a reduction or savings from a dealer’s regular selling price is illegal when this “former price”:

Is not the advertiser’s ordinary selling price.

Is not substantially different from the “reduced price” being advertised.

Is arbitrarily arrived at and no “ordinary selling price” actually exists.

There was no reasonable expectation of selling a reasonable volume of product(s) at the “ordinary selling price.”

FICTITIOUS “NO T RADE- IN” PRICES

Advertising a savings or reduction from an artificially inflated “no trade-in” price is illegal when a significant number of the dealer’s sales are made at less than the “no trade-in” price. Claims of artificially high trade-in prices can deceive the customer. In order to avoid trouble in this area, always be sure that advertised “sales” prices actually do represent a reduction.

CLAIMS ABOUT SAFET Y, PERFORMANCE AND QUALIT Y

The Federal Trade Commission prohibits representing, directly or by implication, that any tire has any safety or performance characteristic or is superior in quality or performance to other tires, either overall or with respect to any such characteristic, unless at the time such representation is first disseminated the representation is fully and completely substantiated by competent scientific tests. Therefore, when preparing Bridgestone, Firestone (or in conjunction with BATO Associate Brand products) tire advertisements, in whatever form, please refrain from using words which tend to claim superiority of Bridgestone, Firestone and BATO Associate Brand tires over other tires with respect to safety, performance and quality. Ads that include nitrogen performance claims are not eligible for co-op. Ads making such claims will be fully denied.

BRIDGESTONE AND/OR F IRESTONE WARRANT Y CLAIMS

The Federal Trade Commission requires that if an advertisement mentions a warranty, the advertisement should disclose with clarity and prominence to be understood by the prospective purchaser that prior to sale, at the place where the product is sold, that the purchaser can see the written warranty for complete details of the warranty coverage.

The following disclaimer should be included in all Bridgestone and/or Firestone ads making warranty, mileage or “buy and try guarantee” claims: “Certain limitations and restrictions apply. See warranty manual for details.”

DRIVEGUARD TIRE

The following disclaimer should be included in all Bridgestone advertising where a reference is made to the DriveGuard “Up to 50 miles at up to 50 mph.*” claim is included. (*Up to 50 miles at up to 50 mph. Repairability of DriveGuard tires depends on the tire damage, amount of pressure loss, and vehicle operating conditions. Contact a Bridgestone retailer for details.)

INDY 500 T IRE

When using Indy®, Indy 500®, Indianapolis 500 Mile Race®, Indianapolis Motor Speedway® or any trademark design, the following disclaimer must be included in the ad. This disclaimer must be printed in at least a 9 point font and displayed horizontally.

“Trademarks of Brickyard Trademarks, Inc. are used with permission.”

(Warranty disclaimer must be in a minimum of 6 pt. font.)

U.S. Restrictions/Disclaimers



CREDIT C ARD ADVERTISING

All advertising including your Credit First National Association (CFNA) credit card is required to be submitted to CFNA Sales and Marketing Compliance for approval prior to its use to ensure compliance with laws and regulations.

Email: [email protected], Phone: 1-800-527-6770

APPROVED ADVERTISING LANGUAGE THAT REQUIRES TWO DISCLOSURES: Deferred interest if paid in full within 6 months*

IMPORTANT: Any mention of “Deferred interest” MUST be followed with “if paid in full within 6 months*” in the same phrase and in the same color and font size. The minimum font size permitted is 9 point (12 point or larger is preferred). If any part of the phrase is capitalized, underlined, bolded, italicized or the styles combined, it must be consistent for the entire phrase (e.g., DEFERRED INTEREST IF PAID IN FULL WITHIN 6 MONTHS*). An asterisk is to be used at the end of the language to reference the 2nd Required Disclosure.

1ST REQUIRED DISCLOSURE:

$149 Minimum purchase required. Interest will be charged to your account from the purchase date if the purchase balance is not paid in full within 6 months or if you make a late payment.

IMPORTANT REQUIREMENTS: It must be located directly beneath the mention of “Deferred interest if paid in full within 6 months*” and the disclosure must be stated in the same paragraph with NO intervening text or graphics. The disclosure must appear in a font size no less than 75% as large as the advertising language and it may never be less than a 9 point font size. In addition, the disclosure cannot be located in a footnote or on the reverse side.

2ND REQUIRED DISCLOSURE:

*MINIMUM MONTHLY PAYMENTS REQUIRED. APR: 22.8%. Minimum Finance Charge: $1.00. Terms are subject to change.

IMPORTANT REQUIREMENTS: In addition to the 1st Required Disclosure, the above disclosure must be located in a footnote. It can be combined with disclaimers (e.g., shop fees, warranty) but must start on its own line:

“MINIMUM MONTHLY PAYMENTS REQUIRED” must be bolded. The consistent use of a single asterisk (*) is preferred. The minimum font size permitted for this disclosure is 6 point.

IMPORTANT U.S. CREDIT C ARD DISCLOSURE NOTES

The terminology “See store for details” or “Subject to credit approval” is always acceptable. However, it should not be inserted within the disclosures. This language may be used in addition to the disclosures.

All ads containing the credit card are subject to the approval of CFNA Sales and Marketing Compliance.

Credit card disclosures must follow minimum font size requirements and be displayed horizontally in ads submitted through co-op.

Advertising Language–12 pt font (minimum size permitted is 9 pt)

1st Required Disclosure– 9pt font/75% of Advertising Language

Applicable to all Bridgestone/ Firestone Cards.

2nd Required Disclosure–6pt font

EXAMPLE SHOWING CORRECT ADVERTISING

APPROVED ADVERTISING TAGLINES

(if used alone, that do not require disclosures):

“The card that keeps you going!”

“Increase your buying power!”

“We care to repair!”

“Keeping you on the road!”

“No annual fee!”

“Stress-Free Financing!”

“Use the Power of the Card!”

“Special Financing!”

“ The card you want for the tires and services you need!”

“Finish first with the credit you need today!”

“A dedicated card for your automotive needs”

“Your partner in auto repair”

“For the adventure ahead”

“Where will you go today?”

“Helping you get there”

“For the road(s) in your life”

“Enjoy the open road”

“To keep the tires turning”

“You’re going places. Take us with you.”

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