The AGRI Venture: An Integrated Marketing Communications Program. Chapter 16 states that there are three major forms of cooperative advertising: horizontal, ingredient-sponsored and vertical. Discuss how and when you might use each form of cooperative advertising for the AGRI Venture promotion campaign. Be sure to describe each form of cooperative advertising in your response. You have $5,000 for your promotion budget. Discuss how you would allocate the budget between trade-oriented tactics, such as cooperative advertising, and consumer-oriented promotions, such as sampling, couponing, and premiums. Be sure to provide examples.