Manufacturers are using cooperative advertising to target ads for local consumption, thus meeting retailer demands and getting the manufacturer's message over to the local public. Co-op funds are emphasizing regional marketing, with a rise in the number of programs paying bonuses to retailers for advertising a specific product or product packages. Retailers complain that co-op programs are too restrictive with little money being paid out. Some companies have introduced alternative promotions favorable to both retailers and manufacturers. Zenith produced an alternative to its bill-back co-op program, Z-Max, where retailers can opt for ads created, placed, and prepaid by Zenith at certain periods of the year.