1) Rate of ReimbursementCongoleum will reimburse qualified retailers for up to 50% of eligible media costs, as outlined in this program. Creative services and production expenses, such as design, artwork, typesetting, talent, photography, editing, etc., do not qualify for reimbursement.

2) Eligible Products for AdvertisingAll advertising for current regular quality Congoleum resilient floors and sundries are eligible for reimbursement under the guidelines in this policy.

3) Eligible MediaA. NEWSPAPERS• All ABC-audited general interest daily and Sunday newspapers that

service the trading area in which the retailer is located qualify for reimbursement, including newspaper television program guides and special sections.

Advertising appearing in other newspapers such as weeklies, pennysavers, etc., will be considered for reimbursement provided:

1. The newspaper qualifies for a second-class mailing permit.

2. Rates and circulation can be verified through an independent auditing service.

• Minimum size requirements are as follows: 1. Individual advertisements–no minimum ad size. 2. Multi-product advertisements–portion dedicated to

Congoleum resilient flooring and sundries products must be clearly separated from other products.

B. INSERTS AND DIRECT MAILThe net cost of printing, insertion, distribution or mailing of an insert or direct mail piece is reimbursable up to the proportion of space devoted to Congoleum products.C. RADIO AND TV• All advertising must appear on FCC licensed radio, TV and cable TV

stations. Only spot commercials qualify. Program sponsorships such as newsbreaks, traffic reports, etc., require prior approval.

1. Radio • Minimum length requirements are as follows: a. Exclusive Congoleum commercials: - 30-second spot–must mention Congoleum

a minimum of 3 times. - 60-second spot–must mention Congoleum

a minimum of 4 times. b. Multi-product commercials: - Must mention Congoleum as many times as

any other product.

2. TV • Minimum length requirements are as follows: - 15-second spot–1 visual and a minimum of 2 mentions. - 30-second spot–1 visual and a minimum of 3 mentions. - 60-second spot–2 visuals and a minimum of 4 mentions. - Multi-product–as many visuals and mentions as any other

product.D. BILLBOARDSOnly 30-sheet outdoor posters measuring 10' x 22' or full-bleed posters (standard size), posted size: 125" x 272" qualify.E. OTHER VEHICLES 1. Classified newspapers, trade shows, prizes and trade price

lists will not qualify for reimbursement. 2. Other media may be eligible for reimbursement pending

written pre-approval by the Congoleum Co-op Advertising Manager.

4) General Advertising RequirementsA. All Congoleum products mentioned in the advertisement

must be advertised as “regulars.” Advertising using the terms “irregular,” “seconds,” “remnants” or “off goods” will not qualify.

B. All advertising must give the consumer a “reason to buy” the Congoleum product featured.

C. All advertising must be placed in media that services the trading area in which the retailer is located.

D. All claims of performance, quality or specifications for products mentioned in the advertisement must conform to the company’s published claims about them. In this regard, there are certain specific claims that are unacceptable:

1. “Never Wax”–Congoleum ads cannot use this term because it has been previously trademarked.

2. “Never needs waxing”–This term may imply that Congoleum resilient flooring products need no care at all. Therefore, it is not to be used in advertisements. However, the terms “no wax” and “never needs wax” are acceptable because they imply that actual wax does not have to be used.

E. The Congoleum logo followed by a trademark designation must be used and prominently featured in the advertisement. Congoleum products that are eligible for reimbursement are listed below with the proper trademark designation. In order to preserve the Congoleum trademark rights of the names listed, none of them should be used as generic. For example, the name “Structure” should not be used alone, but only in conjunction with words like “flooring” or “product.”A ® must follow these names:A ™ must follow these names:

The following guidelines must be adhered to in order to receive co-op reimbursement.Please note that all Co-op advertising funds must be used by December 31 of the year in which they are allocated. Co-op funds may not be carried over into the following year.

January 1, 2018 – December 31, 2018

AirStep®

AirStep Advantage®

AirStep Evolution®

AirStep Plus®

ArmorCore LC™

Congoleum®

DuraCeramic®

DuraCeramic Dimensions®

Endurance™

Endurance SmartLink™

High Performance Flooring®

Impact™Impact SmartLock™

Ovations®

Prelude®

Structure®

Timeless™

Triversa™

Triversa™ IDUltraShield®

Your Choice™

Your Choice Plus™

5) Access to Media AssetsA. The Congoleum FTP contains all of our high-resolution room

scenes, swatches and logos. To access, enter the following information into the browser or click the link:

ftp://upload.congoleum.com UN: ftpuser PW: ftp_user Path: CONGOLEUM PHOTOGRAPHY If you have problems using a browser to access the ftp server, you may want to use ftp client software instead. On Macintosh use Fetch®; on a PC use FileZilla®.6) Pre-Approval RequirementsA. All advertising campaigns that exceed $5,000 must be

pre-approved by Congoleum in writing.

7) Filing for ReimbursementA. All claims for reimbursement must be submitted on Form C-1880,

entitled “Co-op Advertising Claim Form,” within 60 days of the date of the media invoice.

B. Claim forms should be sent to: The Congoleum Co-op Program c/o Ansira 35 East Wacker Dr., Suite 1100 Chicago, IL 60601C. All claims must be accompanied by the following documentation,

depending on the form of media used: (1) Newspaper • Full-page datelined tear sheet of each advertisement, showing

the name and date of publication. • Copy of original paid invoice showing date of advertisement

run and net cost for space (for local shopper-type newspapers include current rate card).

(2) Inserts and Direct Mail • Complete copy of piece. • Proof of distribution or insertion which verifies quantity and cost,

e.g., Post Office mailing receipt, distribution invoice, etc. • Original paid printer’s invoice. (3) Television and Radio • Script of each commercial bearing the ANA/RAB format for

radio, the ANA/TVB for television or the ANA/CAB for cable, signed by station official and notarized.

• Original paid media invoice stating exact times, length and dates spots ran.

(4) Billboards • Copy of original paid notarized media invoice bearing the

ANA/OIA format indicating location(s), date(s) of showing and photograph of billboard.

(5) Other Media • Copy of written advance approval from Congoleum. • Complete copy of advertising. • Paid original media invoice.D. If a claim is incomplete or not correct, the submitting party will have

60 days after rejection to correct and resubmit the claim as directed by the audit letter accompanying the rejected claim. If it is not done within this period, the claim will be rejected and no reimbursement will be made.

E. If the ads submitted for reimbursement are shared with other manufacturers, Congoleum will pay its pro-rated share for the percentage of space devoted to Congoleum products.

F. All advertising will be paid at the lowest earned rate.

8) Method of ReimbursementA. All claims submitted against retailer funds will be reimbursed by

check, payable to the retailer.B. All claims submitted through a distributor will be reimbursed by a

credit memo to the retailer’s distributor, unless otherwise indicated.

9) Reason for Rejection or Adjustment of a Claim

A. Creative or production costs included in the computation of the claimed amount.

B. No signed pre-approval form where required.C. Non-current or irregular Congoleum resilient flooring

products featured in ad.D. Congoleum logo not appearing in advertisement.E. Copy or layout not in conformance with Congoleum

program guidelines.F. Extensions and measurements of advertisements not correct.G. Newspaper, radio or television rates charged are higher than

published earned retail advertising rates.H. Omission of any of the following: completed claim form,

tear sheets, notarized scripts, postal receipts, ANA documentation, affidavits of performance or other proof of performance.

I. Unacceptable advertising. Specifically: 1. Advertisements appearing in classified sections. 2. Editorial matter, publicity or the like. 3. Retailer developed advertising, not authorized

in advance by Congoleum. 4. Advertising specialty items. 5. Advertising for trade or barter does not qualify

for reimbursement.J. Lack of authorizing signature on claim form.K. Insufficient Co-op accruals to cover claimed amount.L. Third Party Billing–Congoleum will not accept invoices

billed directly to them.

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2018 Co-op Advertising Policies

10) Additional InformationFor inquiries on the status of any claim, please write to the Congoleum auditing service at the following address: The Congoleum Co-op Program c/o Ansira 35 East Wacker Dr., Suite 1100 Chicago, IL 60601 or telephone the Ansira Congoleum Account Executive at 1-800-

621-7332 or email: Congoleum@ansira.com Visit www.tpminsight.com/congoleum to submit or

check the status of your co-op claim online.

* Congoleum reserves the right at any time to modify or terminate this program or policy by means of a written notice or by issuing a new policy superseding this one. Any modification or termination will be effective on the date stated in that notice or new policy; Congoleum will, however, honor any obligations it may have incurred under this policy prior to modification or termination.

Do not make deductions from merchandise invoices. Such deductions are in violation of FTC regulations. Congoleum will not reimburse for any advertising that is in violation of any federal, state or local laws, rulings or statutes.

January 1, 2018 – December 31, 2018

2018 Co-op Advertising Policies

3500 Quakerbridge Road, PO Box 3127 609-584-3000Mercerville, NJ 08619-0127 www.congoleum.com

© 2018 Congoleum CorporationPrinted in USA M40900917S

2018 Co-op Advertising Policies

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