A hardware store owner placed an advertisement for Sylvania LED bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using to promote its products.

cooperative advertising

Explanation:

Based on the scenario being described within the question it can be said that Sylvania was using cooperative advertising to promote its products. This refers to when a retailer/wholesaler and a manufacturer share the costs for locally placed advertisements. Such as Sylvania is doing by paying 50% of the advertisement, mainly because it also benefits them to place their sample advertisements as well.