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					              DISH NETWORK
2006 Co-op Advertising Guidelines
Table of Contents

How does it all work?                                       3
What can I use my co-op funds to do?                        3
How do I get my co-op funds?                                4
How do I submit my pre-approval application forms?          4
How long will it take to receive a pre-approval response?   5
How do I submit a co-op claim for reimbursement?            5
What is not eligible for co-op reimbursement?               7
Co-op reimbursement Rules                                   8
Print Advertising                                           9
Radio Advertising                                           10
LIVE Remote Radio Advertising                               11
Television Advertising                                      12
Outdoor/Indoor Advertising                                  14
General Signage and Banners                                 15
Direct Mail & Alternative Distribution                      16
Door Hangers and Flyers                                     19
Events – Trade/home Shows and Fairs                         20
HDTV Tour                                                   22
Mall Kiosks / Mall Carts                                    23
DishSTUFF – The Company Store                               24
Appendix I – Logo Usage                                     26
Appendix II – Retailer Information                          27




                                                                 2
The DISH Network Co-op Advertising Program
The Co-op Advertising Program is intended to help you make the most out of your marketing efforts
by providing you up to 60% reimbursement on your total cost of eligible marketing activities.

How does it all work?
You will accrue $60.00 in Co-op Funds for each new eligible residential customer, commercial public,
or private activation with qualifying programming. Qualifying programming includes:

   DishFAMILY                                           Commercial Sports & Golf
   America’s Top 60/120/180/AEP                         Sports Package #1 (Public)
   DishLATINO/Plus/Dos/Max/LEP                          Sports Package #2 (Public)
   Great Wall                                           News & Finance
   DishHD Bronze/Silver/Gold/Platinum                   Kids & Education
   Max View                                             Entertainment
   Private Plus                                         DishLATINO Business Viewing
   Entertainment                                        DishLATINO Hospitality Viewing
   Commercial Sports                                    DishCD

Available Co-op funds are determined by the number of qualified activations and are accumulated bi-
weekly. Co-op accruals may be used as soon as they are earned and any accruals that go unused in
the quarter earned will carry over through the end of the next quarter.
          Accruals earned in:                        May be used:
Q1 (January 1 – March 31)                       January 1 – June 30
Q2 (April 1 – June 30)                          April 1 – September 30
Q3 (July 1 – September 30)                      July 1 – December 31
Q4 (October 1 – December 31)                    October 1 – March 31

Co-op funds may be applied towards up to 60% of approved advertising expenditures, not to exceed
total accruals.

What can I use my co-op funds to do?
       PRINT ADS (newspapers or magazines)
       DIRECT MAIL PIECES & ALTERNATIVE DISTRIBUTION
       EVENTS
       RADIO SPOTS
       RADIO REMOTES
       TV COMMERCIALS
       OUTDOOR ADVERTISING (billboards)
       STORE SIGNAGE
       BANNER SIGNS
       MALL KIOSKS & CARTS
       DOORHANGERS (through selected Retail Vendor Partners, Distributors and DishSTUFF)
       SKYLINE DISPLAY & DESIGN
       INTERNATIONAL “EZ-Up Pop-up” Tents
       SIGNATURE GRAPHICS (truck/van decaling)
       The HDTV TOUR
       DishSTUFF- The Company Store (selected items)



                                                                                                    3
How do I get my co-op funds?

RS&I is an Authorized Distributor for DISH Network. Your co-op funds are accrued and tracked on the
RS&I website located under Processing for DISH  Co-op Summary.

For retailers that want to submit a request for approval, please reference the below process.

1. Select a RS&I Pre-approved Ad from the RS&I website, a DISH Network Pre-approved Ad from the
   RS&I website or the DISH Retailer Care Site, or create your own ad.

    Pre-approved Ads are found on the RS&I website www.rsiinc.com. Select Satellite TV and then click
    on Click to download RS&I's current pre-approved DISH Network ads. Click on the RS&I yellow logo.
    This will direct to you the first screen of print ads. There are also other choices depending on your
    advertising needs. These are ready for download. Please be sure to include your Retailer Name and
    Phone Number in the area provided.

    DISH Pre-approved Ads are also found on the Retailer Care Site (https://retailer.echostar.com under
    the Info Center  Sales and Marketing Tools  Advertising Materials, and through the DishADS tool
    located under the Business Center Utilities.

    Note: Pre-approved materials do NOT require submission to the marketing team for approval as long
    as the ad remains unchanged. If you need an ad resized or changed, please contact the RS&I co-op
    department at 1-800-825-7999.

2. If you have created your own ad and need to submit for approval, go to the RS&I Website, select
   Processing for DISH  Coop Submit. Fill in the information requested. Press send. Scroll down to
   upload your image from your computer.

    Note: Please only press the send button once. If it is grayed out, then you are missing some
    information in the above boxes. Make sure to include page numbers or choose (0) if you are
    submitting for an event, etc. If you have a problem attaching your image to your request, you can
    email it to marketing@rsiinc.com and we will attach it to your request.

    When submitting for an event, etc., be sure to include the event coordinator’s signature when over
    $200. The retailer must also have a signature included. Once you have submitted your on-line request,
    you can fax your contract to 1-866-424-5482 or 1-866-424-5860.

3. Once RS&I receives your request, it is reviewed and will be sent to DISH for approval as long as it
   does not have any needed changes. Your Pre-Approval Application Form and Ad, contract, etc. will
   then be reviewed and the response will be sent to you in an email by 5:30 MT the next business day.

    Note: When you receive your approval back, you may be requested to make changes or resubmit it
    for approval. Please make sure that you make the changes before running your ad. DISH will not pay
    claims that are submitted and the requested changes have not been made.

4. Keep a copy of your signed Pre-Approval Application Form and a copy of your ad with the Marketing
   Representative’s initials to submit with your claim.

5. Approved ads are ONLY good through the current promotional period or date specified on the returned
   document and must be re-submitted for use in the next period even if no changes were made to the
   ad.




                                                                                                    4
How long will it take to receive a response to my pre-approval request?

All pre-approval requests will be reviewed and returned before 5:30pm MT the following business
day.

Note: If you choose to send your pre-approval request to DISH, they cannot be guaranteed a one-
day business turnaround.

How Do I Submit a Co-op Claim for Reimbursement?

1. After you have paid for your advertising or event, you will need to fill out Co-op Claim Form. It is
   located on Processing for DISH  Co-op Summary. Look under helpful links and underneath it is
   the claim form. Your claim form must be mailed with required documentation to the address on
   the form.
    Note: Claims for future expenses will not be processed.

2. Co-op advertising claims must be submitted and postmarked no later than 45 days following the
   end of each quarter as shown below. Reimbursements will first be paid out from any unused
   carry-over before paying out from current accruals.

   Advertising placed during:                   Must be postmarked by:
   Q1 (January 1 – March 31)                             May 15
   Q2 (April 1 – June 30)                              August 15
   Q3 (July 1 – September 30)                         November 15
   Q4 (October 1 – December 31)                        February 15
            th                                                                                    th
   *If the 15 of the month falls on a Sunday or holiday, the claim must be postmarked by the 16 .

3. To ensure your claim is processed, make sure you submit one of the following forms of
   documentation with your Co-op Advertising Claim Form:
       Signed Pre-Approval Application Form and the pre-approved ad or agreement initialed by the
        DISH Marketing Representative.

            Note: Pre-approval documentation is not needed if you selected an ad created by RS&I,
            or DISH Network (however, if using DishADS, please include the document I.D. #)
       And, lastly, include all other necessary documents as detailed in the appropriate media
        section of this document, and on the Co-op Advertising Claim Form.




                                                                                                       5
4. Send your claim to:
     Regular Mail
     RS&I
     Attn: Co-op Advertising Claims
     PO Box 1587
     Idaho Falls, ID 83401

     Overnight Delivery
     RS&I
     Co-op Advertising Claims
     2436 N. Woodruff Ave.
     Idaho Falls, ID 83401
     Do not FAX claims - they will not be processed.


5.   After your claim is received, processing and reimbursement may take at least two weeks.
     Reminder: You will only receive reimbursements up to the total amount accrued.
     For questions regarding your claim:
     Coop Department - (208) 523-5721 or 1-800-825-7999 (Be sure and ask for the Co-op Claims
     Dept.)

     IMPORTANT: Deactivation of any customer account on or before 180 days will result in a charge
     back and/or subtraction of any co-op accrued from that account.




                                                                                                 6
What is NOT Eligible for Co-op Reimbursement?

Items on the following list are all considered ineligible for co-op.
   Retailer logos in violation of the DISH Network trademark
   Ads missing or using incorrect retailer name and contact information. Retailer must use their

    business name that is registered with EchoStar Satellite L.L.C. on the Retailer Agreement.
   Outdated ad slicks that are no longer on the Retailer Care Site
   Internet, e-mail or facsimile advertising
   Websites
   Names of specific DBS, cable or high-speed internet competitors even if located on a
    consecutive page in any publication (unless the ad is created by DISH Network)
   Free giveaways of programming, activation fees, cash, rebates or equipment costs unless
    through a DISH Network endorsed promotion
   Promotions tying into lotteries or sweepstakes
   Individual programming logos
   Misleading, deceptive, illegal or pornographic information
   Religious, political or other organizational symbols or statements
   Violations of federal, state and local laws
   Production and/or design fees
   Advertising agency fees
   Promotional items such as “trinkets”
   Clothing / wearable items
   Certain merchandise including apparel, executive gifts and business tools
   Airplane banners
   Road / yard signs
   Marquee signs
   Restaurant menus, surveys or placemats
   Golf score cards
   Sponsorships (Note: Some sponsorship opportunities may be considered if elements are
    invoiced and submitted for pre-approval individually by media type. However, sponsorships
    such as race cars, little league sports teams, company sports teams, etc. will not be
    considered for Co-op reimbursement.)
   Direct Mail items not distributed through an approved channel of distribution.
   Ads that target current DISH Network customers
   Cost of doing business:
        o Storefront rent
        o Telephone directory listings/advertisements (i.e. Yellow Pages)
        o Telemarketing
        o Door-to-door sales
        o Solicitation lists
        o Business cards


Note: EchoStar Satellite L.L.C. reserves the right to revoke and/or deny any and all
pre-approval requests, including after the fact, for any reason at any time.




                                                                                                    7
Co-op Reimbursement Rules
    This is a reimbursement program. Claims are to be submitted only after retailer has paid
     the advertising vendor.
    In order to be eligible for payment on any submitted Co-op claim, Retailer must comply
     with the requirements outlined in these guidelines, including but not limited to pre-
     approval and Co-op claim requirements.
    DISH Network reserves the right to decline or charge back payment of any Co-op
     advertising claim in its sole and absolute discretion.
    Reimbursements will be made to the Retailer only. Media vendors or agencies will not be
     reimbursed by DISH Network. DISH Network will not accept invoices from media vendors
     or agencies, which are addressed to DISH Network.
    If advertising is provided free of charge by a Vendor, or if the cost of the advertising is
     later discounted by the Vendor, Retailer may only claim, and DISH Network will only
     reimburse, the discounted amount.
    Retailer may not submit a claim for the value of free advertising, even if the Vendor
     provides Retailer with an "invoice" for that advertising.
    If the Retailer is aware that advertising previously reimbursed by DISH Network is later
     discounted, or if the Vendor rebates the cost of some or all of the advertising to Retailer
     after it has been invoiced and claimed, Retailer must rebate the appropriate amount to
     DISH Network within five business days.
    If the Retailer, Retailer’s spouse, relative of the Retailer or Retailer’s employee owns any
     portion of the vendor company or Retailer shares any building space, the reimbursement
     will be denied due to a conflict of interest.
    Retailers who have submitted inflated invoices for the purpose of increasing advertising
     co-op reimbursements, or who have engaged in any type of Vendor "kick-back" program,
     will be subject to substantial damages including recapture of past co-op payments and
     possible termination of their EchoStar Satellite L.L.C. Retailer Agreement.
    All invoices submitted with Co-op claims for payment are subject to audit. Audits may
     occur either before or after payment or denial of payment.
    DISH Network may require independent verification of invoices by the Vendor. Failure of
     any Retailer's Vendor to verify invoice information will result in denial or subsequent
     charge-back of funds paid relative to that co-op claim.
      All advertising vendors must be verifiable through state registration of business
          license. Any unverifiable business entity can cause a claim to be denied or a charge-
          back imposed.
    All payments submitted for reimbursement must be paid with verifiable funds.
     DISH Network may require that Retailer provide adequate proof of payment. Failure by
     Retailer to provide proof of payment within 10 business days of request will result in
     nonpayment or charge-back of any and all co-op claims in DISH Network's sole
     discretion. DISH Network reserves the right to require proof of payment in advance of
     payment of any claimed amount.
          Note: Cash, barter system, or trade of services are not acceptable and will not
          constitute proof of payment.
      Adequate proof includes but is not limited to:
         o   Cancelled checks (front and back) and corresponding bank or credit card
             statements showing Retailer payment to the Vendor for advertising.
         o   Copies of Cashier’s Checks (front and back) – if advertising was paid via a
             Cashier’s Check, (it is the Retailer’s responsibility to obtain a copy of the paid
             item).


    SPECIFIC PROGRAM DETAILS CONTAINED ON FOLLOWING PAGES


                                                                                                    8
                                                                       (Newspapers & Magazines)
                                                Required Pre-approval                          Required Claim
          Eligible Expenses                        Documentation                               Documentation

1. Up to 60% of the cost of the portion     1. Completed Pre-approval          1. Completed Advertising Claim Form.
   of the ad devoted to DISH Network           Application Form.               2. Original invoice (copies are not allowed).
   (not to exceed total amount              2. Copy of final ad layout.        3. One original full-page tear sheet per run
   accrued).                                                                      date showing publication name, date and
2. Eligibility Includes:                    Note: Ads in languages other          location (page number and section).
    Daily, weekly, bi-weekly,              than English and Spanish must      4. Electronic tear sheets are allowed if
        monthly and bi-monthly              include an English translation        notarized by the newspaper.
        newspapers and magazines.           (including disclaimer).            5. Copy of your Pre-approval Application
    Free-standing inserts as part of                                             Form with Co-op response.
        newspapers.                         You will receive Co-op’s           6. Your Ad initialed by a Retail Marketing
                                            response by 5:30 MT the next          Representative.
                                            business day (Pre-Approval
                                            Form and Ad signed by a Retail
                                            Marketing Representative).

Guidelines:
 Shared page advertisements are only allowed with non-competitive products to DISH Network. Co-op reimbursement
    will be determined by Retail Services based on the Ad space used devoted to DISH Network.
 Graphic design, agency and production fees are not eligible for Co-op reimbursement.
 The appropriate DISH Network disclaimer must be present. (Disclaimers can be found on the Retailer Care Site Info
    Center Sales & Marketing Tools Advertising Material Build Your Own Material Legal Language)
 Disclaimers in the publication in which the ad runs MUST be readable to the naked eye and a minimum of 4pt font.
 In most cases, your ad will be approved through the expiration date of the current promotional period. You must submit
    your ad for pre-approval each new promotional period (even if no changes are made).
 Do not mention competition by name, unless DISH Network is targeting that competitor.
 Refer to Appendix I for complete DISH Network, VOOM, SIRIUS and programmers logo information.
Retailer Contact Information:
 Ad must display Retailer name and contact information (phone number and/ or address).
 No claims of rank (i.e. “#1 Dealer”, “Best Retailer”).
 No mention of DISH Network account status (i.e., “Summit Elite”).
 No mention of competition unless DISH Network is targeting that competitor.
Retailer “Special Offer” Information:
 Retailer cannot offer cash, waive any part of a DISH Network promotion or provide activation fees free of charge unless
    through a DISH Network endorsed program.
 Special Retailer offers must mention “Courtesy of [RETAILER’S NAME]”. Examples include:
              o Gift certificate or gift card to a third party, which must be mentioned in the ad (i.e., local restaurant, Home
                  Depot, Sears, Visa Gift Card)
              o Equipment: Such as DVD Players, Surge Protectors, etc.
              o Installation within (i.e., 48 hours, 24 hours, etc.).
“Call to Action” or Generic Ad:
 Use the generic DISH Network disclaimer “All prices, packages and programming subject to change without notice.”
 Include a call-to-action statement. Examples include:
              o Call (or visit us) to find out how you can get satellite TV in every room of your house!
              o Call (or visit us) to find out how you can pause live TV with a DISH Network DVR!
              o Call (or visit us) now to get your free installation!
              o Call (or visit us) to find out how you can get the Lowest All-Digital Price in America…Every Day!
              o Call (or visit us) to see how you can get HDTV in your home!
              o Call (or visit us) and get Better TV for all.




                                                                                                                9
                                                    Required Pre-approval                         Required Claim
           Eligible Expenses                           Documentation                              Documentation

1. Up to 60% of the cost of running           1. Completed Pre-approval               1. Completed Advertising Claim Form.
   spots (not to exceed total amount             Application Form.                    2. Original notarized Radio script on
   accrued).                                  2. Final Radio Ad script or live           official station letterhead.
2. 15-, 30-, and 60-second radio spots.          talking points prior to              3. Original itemized media invoice
3. 15-second traffic reports.                    production.                             detailing exact air dates, times,
4. Live Radio Reads.                          3. Length of the spot noted.               lengths and expenses of the
                                                                                         advertising spots.
                                              Note: Ads in languages other than       4. Copy of your Pre-approval
                                              English and Spanish must include           Application Form with Co-op
                                              an English translation (including          response.
                                              disclaimer).                            5. Your initial Radio Ad script initialed
                                                                                         by a Retail Marketing
                                              You will receive Co-op’s response          Representative.
                                              by 5:30 MT the next business day
                                              (Pre-Approval Form and Radio Ad
                                              script signed by a Retail Marketing
                                              Representative.)

Guidelines:
 The Retailer Care Site has shortened disclaimers for Radio spots. Use the one that is specific to your ad. (Disclaimers
    can be found in the “Info Center” on the Retailer Care Site).
 Talent, agency and production fees are not eligible for Co-op reimbursement including sponsorships.
 Programming and activation fees cannot be provided free of charge unless through a DISH Network endorsed
    promotion.
 Do not mention competition by name, unless a DISH Network promotion is targeting a competitor.
 In most cases, your ad will be approved through the expiration date of the current promotional period. Submit your ad
    for pre-approval each new promotional period (even if no changes are made).
Retailer Contact Information:
 Ad must display Retailer name and contact information (phone number and/ or address).
 No claims of rank (i.e. “#1 Dealer”, “Best Retailer”).
 No mention of DISH Network account status (i.e., “Summit Elite”).
 No mention of competition unless DISH Network is targeting that competitor.
Retailer “Special Offer” Information:
 Retailer cannot offer cash, waive any part of a DISH Network promotion or provide activation fees free of charge unless
    through a DISH Network endorsed program.
 Special Retailer offers must mention “Courtesy of [RETAILER’S NAME]”. Examples include:
              o Gift certificate or gift card to a third party, which must be mentioned in the ad (i.e., local restaurant, Home
                  Depot, Sears, Visa Gift Card)
              o Equipment: Such as DVDs, Surge Protectors, etc.
              o Installation within (i.e., 48 hours, 24 hours, etc.).
“Call to Action” or Generic Ad:
 Use the generic DISH Network disclaimer “All prices, packages and programming subject to change without notice.”
 Include a call to action statement. Examples include:
              o Call (or visit us) to find out how you can get satellite TV in every room of your house!
              o Call (or visit us) to find out how you can pause live TV with a DISH Network DVR!
              o Call (or visit us) now to get your free installation!
              o Call (or visit us) to find out how you can get the Lowest All-Digital Price in America…Every Day!
              o Call (or visit us) to see how you can get HDTV in your home!
              o Call (or visit us) and get Better TV for all.



                                                                                                               10
                                                    Required Pre-approval                         Required Claim
           Eligible Expenses                           Documentation                              Documentation

1. Up to 60% of the cost of running           1. Completed Pre-approval              1. Completed Advertising Claim Form.
   spots.                                        Application Form.                   2. Original notarized list of elements
2. Up to 60% of the cost of on-site talent    2. Final Radio Ad script (can be          and talking points required during
   fees not to exceed 60% of $500 per            talking points for acceptance          the live broadcast on official station
   day (and not to exceed total amount           prior to production).                  letterhead.
   accrued).                                  3. Length of the spot noted.           3. Original itemized media invoice
3. Minimum of 4 minutes of “live reads”                                                 detailing exact air dates, times,
   per hour. Spots can be any                 Note: Ads in languages other than         lengths and expenses of the
   combination of lengths.                    English and Spanish must include          advertising spots.
                                              an English translation (including      4. Copy of your Pre-approval
                                              disclaimer).                              Application Form with Co-op
                                                                                        response.
                                              You will receive Co-op’s response      5. Your initial Radio Ad script (talking
                                              by 5:30 MT the next business day          points) initialed by a Retail
                                              (Pre-Approval Form and Ad signed          Marketing Representative.
                                              by a Retail Marketing
                                              Representative.)


Guidelines:
 Use the generic DISH Network disclaimer “All prices, packages and programming subject to change without notice.”
 In most cases, your ad will be approved through the expiration date of the current promotional period. You must submit
    your ad for pre-approval each new promotional period (even if no changes are made).
Retailer Contact Information:
 Ad must display Retailer name and contact information (phone number and/ or address).
 No claims of rank (i.e. “#1 Dealer”, “Best Retailer”).
 No mention of DISH Network account status (i.e., “Summit Elite”).
 No mention of competition unless DISH Network is targeting that competitor.
Retailer “Special Offer” Information:
 Retailer cannot offer cash, waive any part of a DISH Network promotion, or provide activation fees free of charge
    unless through a DISH Network endorsed program.
 Special Retailer offers must mention “Courtesy of [RETAILER’S NAME]”. Examples include:
              o Gift certificate or gift card to a third party, which must be mentioned in the ad (i.e., local restaurant, Home
                  Depot, Sears, Visa Gift Card)
              o Equipment: Such as DVDs, Surge Protectors, etc.
              o Installation within (i.e., 48 hours, 24 hours, etc.).
“Call to Action” or Generic Ad:
 Use the generic DISH Network disclaimer “All prices, packages and programming subject to change without notice.”
 Include a call to action statement. Examples include:
              o Call (or visit us) to find out how you can get satellite TV in every room of your house!
              o Call (or visit us) to find out how you can pause live TV with a DISH Network DVR!
              o Call (or visit us) now to get your free installation!
              o Call (or visit us) to find out how you can get the Lowest All-Digital Price in America…Every Day!
              o Call (or visit us) to see how you can get HDTV in your home!
              o Call (or visit us) and get Better TV for all.




                                                                                                              11
                                                   Required Pre-approval                           Required Claim
          Eligible Expenses                           Documentation                                Documentation

1. Up to 60% of the cost of the portion     1. Completed Pre-approval                1. Completed Advertising Claim Form.
   of the ad devoted to DISH Network           Application Form.                     2. Original notarized TV script on official
   (not to exceed total amount              2. Initial story board and script           station letterhead.
   accrued)                                    (Optional)                            3. Copy of invoice if television spot was
2. Eligibility Includes:                    3. A final version of the TV ad spot        purchased from the Hibbert Group.
    TV ad must be entirely devoted            submitted in either one of the        4. Original itemized media invoice
        to DISH Network.                       following formats: VHS, DVD              detailing exact air dates, times,
    Ad length spots to be 30-, 60-            Windows Media Player (.wma               lengths and expenses of the
        or 120-seconds.                        file), or Quicktime, prior to            advertising spots, and include clear
    If news segment or traffic                running the Ad.                          description of the spot to match the
        sponsorship, must be 10-15          4. Length of the spot noted.                pre-approval.
        seconds.                                                                     5. Copy of your Pre-approval Application
    Infomercials can be in both            Note: Ads in languages other than           Form with Co-op response.
        short form and long form.           English and Spanish must include         6. Echostar Video Approval Form.
                                            an English translation (including
                                            disclaimer).

                                            You will receive Co-op’s response
                                            by 5:30 MT the next business day
                                            (Pre-Approval Form and Ad signed
                                            by a Retail Marketing
                                            Representative.)

                                            If you send in a VHS copy of your
                                            TV Ad spot, EchoStar will retain
                                            possession.

Guidelines:
 Programmer logos or video footage is not allowed in non-DISH Network produced TV.
 Talent, agency, graphic design and production fees are not eligible for Co-op reimbursement.
  The appropriate DISH Network disclaimer and offer end date must be present. Disclaimers should be in a minimum of
   22 scan lines and displayed in its entirety for a minimum of 3 seconds, in a minimum of 19 point font ( Disclaimers can be
    found on the Retailer Care Site Info Center Sales & Marketing Tools Advertising Material Build Your Own Material Legal
    Language).
   15-second ads must mention DISH Network at least 2 times – once verbally and once visually. 30-second ads must
    mention DISH Network at least 3 times – 2 times verbally and 1 time visually. 60-second ads must mention DISH
    Network at least 4 times – 2 times verbally and 2 times visually. Infomercials of 30 minutes in length or more must
    mention DISH network at least 6 times – 4 times verbally and 2 times visually.
   In most cases, your ad will be approved through the expiration date of the current promotional period. You must submit
    your Ad for pre-approval each new promotional period (even if no changes are made).
   Refer to Appendix I for complete DISH Network, VOOM, SIRIUS and programmers logo information.
   Please send your VHS cassette(s) to your Retail Marketing Representative to the following address:
        Overnight Delivery:
        DISH Network Marketing Department
        9601 S Meridian Blvd
        Englewood, CO 80112




                                                                                                                 12
                                                                                          (continued)
Retailer Contact Information:
 Ad must display Retailer name and contact information (phone number and/ or address).
 No claims of rank (i.e. “#1 Dealer”, “Best Retailer”).
 No mention of DISH Network account status (i.e., “Summit Elite”).
 No mention of competition unless DISH Network is targeting that competitor.
Retailer “Special Offer” Information:
 Retailer cannot offer cash, waive any part of a DISH Network promotion or provide activation fees free of charge unless
    through a DISH Network endorsed program.
 Special Retailer offers must mention “Courtesy of [RETAILER’S NAME]”. Examples include:
              o Gift certificate or gift card to a third party, which must be mentioned in the ad (i.e., local restaurant, Home
                  Depot, Sears, Visa Gift Card)
              o Equipment: Such as DVDs, Surge Protectors, etc.
              o Installation within (i.e., 48 hours, 24 hours, etc.).
“Call to Action” or Generic Ad:
 Use the generic DISH Network disclaimer “All prices, packages and programming subject to change without notice.”
 Include a call to action statement. Examples include:
              o Call (or visit us) today to find out more about our promotions!
              o Call (or visit us) to find out how you can get satellite TV in every room of your house!
              o Call (or visit us) to find out how you can pause live TV with a DISH Network DVR!
              o Call (or visit us) now to get your free installation!
              o Call (or visit us) to find out how you can get the Lowest All-Digital Price in America…Every Day!
              o Call (or visit us) to see how you can get HDTV in your home!
              o Call (or visit us) and get Better TV for all.




                                                                                                               13
                                                                                                      (Billboards)
                                                 Required Pre-approval                         Required Claim
           Eligible Expenses                        Documentation                              Documentation

1. Up to 60% of the media cost including      1. Completed Pre-approval        1. Completed Advertising Claim Form.
   rental (not to exceed total amount            Application Form.             2. Two unique photographs of the outdoor
   accrued)                                   2. Final copy of Ad with            Ad.
2. Eligibility Includes:                         dimensions.                   3. Original itemized invoice from the posting
    Billboards.                                                                  company detailing location(s) and length
    Video and rotating billboards.           Note: Ads in languages other        of time Ad is displayed (must be
    Building murals.                         than English and Spanish            submitted monthly).
    Transportation media (buses,             must include an English          4. Copy of your Pre-approval Application
        taxicabs, semi trucks, train          translation (including              Form with Co-op response.
        stations, etc.).                      disclaimer).                     5. Your initial Ad initialed by a Retail
    Movie theater screens.                                                       Marketing Representative.
    Grocery carts.                           You will receive Co-op’s
    Shopping Mall in-store signage.          response by 5:30 MT the next     Note: Multiple outdoor locations using the
                                              business day (Pre-Approval       same Ad will require a single set of
                                              Form and Ad signed by a          photographs and a notarized affidavit from a
                                              Retail Marketing                 recognized vendor (i.e., Clear Channel,
                                              Representative.)                 Lamar, or Viacom) indicating that all displayed
                                                                               Billboard Ads are in fact identical, or you may
                                                                               submit one set of photographs per location.



Guidelines:
 Advertising should be Generic (Promotional ads are NOT eligible)
 These must be “Call to Action” ads that include a call to action statement such as:
            o Call (or visit us) today find out more about our promotions!
            o Call (or visit us) to find out how you can get satellite TV in every room of your house!
            o Call (or visit us) to find out how you can pause live TV with a DISH Network DVR!
            o Call (or visit us) now to get your free installation!
            o Call (or visit us) and get Better TV for all.
 Must include the disclaimer “All prices, packages and programming subject to change without notice.”
 Graphic design, agency and production fees are not eligible for Co-op reimbursement.
 Refer to Appendix I for complete DISH Network, VOOM, SIRIUS and programmers logo information.
Retailer Contact Information:
 Ad must display Retailer name and contact information (phone number and/ or address).
 No claims of rank (i.e. “#1 Dealer”, “Best Retailer”).
 No mention of DISH Network account status (i.e., “Summit Elite”).
 No mention of competition unless DISH Network is targeting that competitor.
Retailer “Special Offer” Information:
 Retailer cannot offer cash, waive any part of a DISH Network promotion, or provide activation fees free of charge
   unless through a DISH Network endorsed program.
 Special Retailer offers must mention “Courtesy of [RETAILER’S NAME]”. Examples include:
            o Gift certificate or gift card to a third party, which must be mentioned in the Ad (i.e., local restaurant, Home
                Depot, Sears, Visa Gift Card)
            o Equipment: Such as DVDs, Surge Protectors, etc.
            o Installation within (i.e., 48 hours, 24 hours, etc.)




                                                                                                               14
                                                 Required Pre-approval                       Required Claim
           Eligible Expenses                        Documentation                            Documentation

1. Up to 60% of the cost of production     1. Completed Pre-approval             1. Completed Advertising Claim Form.
   (not to exceed total amount accrued).      Application Form.                  2. Two unique photographs of the
2. Eligibility Includes:                   2. Copy of Ad with dimensions.           outdoor Ad.
    Store signs.                                                                3. Original billing invoice. Copies are
    Semi-permanent signage such as        Note: Ads in languages other than        not accepted.
        sandwich boards “A” frames,        English and Spanish must include      4. Invoice must be dated during the
        stanchions.                        an English translation (including        quarter.
    Sporting event signage.               disclaimer).                          5. Copy of your Pre-approval
    Banners.                                                                       Application Form with Co-op
3. Maximum Co-op of 25 banners per                                                  response.
   year. Claim per banner is not to        You will receive Co-op’s response     6. Your initial Ad initialed by a Retail
   exceed 60% of $250, and not to          by 5:30 MT the next business day         Marketing Representative.
   exceed 60% of the actual cost.          (Pre-Approval Form and Ad signed
                                           by a Retail Marketing
                                           Representative.)


Guidelines:
 Advertising should be “Generic” (Promotional ads are NOT eligible)
 Graphic design and agency fees are not eligible for Co-op reimbursement.
 Banners using a “call to action” statement must include the disclaimer “All prices, packages and programming subject to
   change without notice.”
 Refer to Appendix I for complete DISH Network, VOOM, SIRIUS and programmers logo information.
Retailer Contact Information:
 Ad may display Retailer name and contact information (phone number and/ or address).




                                                                                                         15
                                                Required Pre-approval                        Required Claim
            Eligible Expenses                      Documentation                             Documentation

1. Flat reimbursement rate per piece for        1. Completed Pre-            1. Printed sample of completed piece.
   direct mailing and inserts (Direct Mail &       approval Application      2. Itemized original invoice from printer and
   Alternative Distribution Table on next          Form.                        any advertiser.
   page). Items not listed in this table will   2. Final typeset copy of     3. Proof of mailing from the U.S. Postal
   be handled on a case-by-case basis.             entire ad with written       Service.
2. We will reimburse up to 60% of the total        dimensions.               4. Claims will be processed based on
   actual cost (not to exceed total amount      3. Enlarged copy of             distribution dates. If printed pieces are
   accrued).                                       legal disclosures.           used over a period of time with separate
3. Reimbursement for printing will not be                                       distributions, the original invoice should be
   provided without an invoice from an          Note: Ads in languages          sent with the first claim, and a copy may
   outside distribution source.                 other than English and          then be used.
4. Distribution must be via a traceable         Spanish must include an      5. Complete Advertising Claim Form.
   media or source (i.e., U.S. Postal           English translation          6. Complete Pre-approval documentation
   Service, newspaper, third-party              (including disclaimer).         including approved application and copy of
   distributor, etc.).                                                          ad signed by your Retail Marketing
                                                You will receive Co-op’s        Representative.
                                                response by 5:30 MT the      7. Mail or Alternative Distribution must be
                                                next business day (Pre-         dropped or distributed during the quarter.
                                                Approval Form and Ad
                                                signed by a Retail
                                                Marketing
                                                Representative.)




Guidelines:
 Shared-page advertisements are only allowed with non-competitive products to DISH Network. Co-op reimbursement
   will then be determined by Retail Services based on the ad space used devoted to DISH Network.
 Graphic design, agency and production fees are not eligible for Co-op reimbursement.
 The appropriate DISH Network disclaimer and offer end date must be present. (Disclaimers can be found on the Retailer
   Care Site Info Center Sales & Marketing Tools Advertising Material Build Your Own Material Legal Language).
 Disclaimers on Direct Mail pieces MUST be readable to the naked eye and a minimum of 4 point font.
 In most cases, your ad will be approved through the expiration date of the current promotional period. Submit your ad
   for pre-approval each new promotional period, even if no changes are made.
 Refer to Appendix I for complete DISH Network, VOOM, SIRIUS and programmers logo information.
Retailer Contact Information:
 Ad must display Retailer name and contact information (phone number and/ or address).
 No claims of rank (i.e. “#1 Dealer”, “Best Retailer”).
 No mention of DISH Network account status (i.e., “Summit Elite”).
 No mention of competition unless DISH Network is targeting that competitor.
Retailer “Special Offer” Information:
 Retailer cannot offer cash, waive any part of a DISH Network promotion, or provide activation fees free of charge
   unless through a DISH Network endorsed program.
 Special Retailer offers must mention “Courtesy of [RETAILER’S NAME]”. Examples include:
            o Gift certificate or gift card to a third party, which must be mentioned in the ad (i.e., local restaurant, Home
                 Depot, Sears, Visa Gift Card)
            o Equipment: Such as DVDs, Surge Protectors, etc.
            o Installation within (i.e., 48 hours, 24 hours, etc.)




                                                                                                              16
(Continued)

“Call to Action” or Generic Ad
 Use the generic DISH Network disclaimer “All prices, packages and programming subject to change without notice.”
 Include a call to action statement. Examples include:
              o Call (or visit us) today to find out more about our promotions!
              o Call (or visit us) to find out how you can get satellite TV in every room of your house!
              o Call (or visit us) to find out how you can pause live TV with a DISH Network DVR!
              o Call (or visit us) now to get your free installation!
              o Call (or visit us) to find out how you can get the Lowest All-Digital Price in America…Every Day!
              o Call (or visit us) to see how you can get HDTV in your home!
              o Call (or visit us) and get Better TV for all.




                                                                                                      17
DIRECT MAIL & ALTERNATIVE DISTRIBUTION COST TABLE
                               DESCRIPTION         1K            10K          25K          100K+
BILL INSERT (Includes Cost of Distribution)
1/0 (1-sided, Black & White)   Small insert             $ 0.05     $ 0.04       $ 0.02        $ 0.02
                               placed in billing
1/1 (2-sided, Black & White)                             0.06          0.05         0.03       0.02
                               statements
2/0 (1-sided, 2-Color)                                  0.06           0.05         0.03       0.02
2/2 (2-sided, 2-Color)                                  0.08           0.06         0.04       0.02
4/0 (1-sided, 4-Color)                                  0.08           0.08         0.04       0.02
4/4 (2-sided, 4-Color)                                  0.09           0.09         0.05       0.02
NEWSPAPER INSERT (Includes Cost of Distribution)
1/0 (1-sided, Black & White)   Single piece             $ 0.08     $ 0.06       $ 0.04        $ 0.04
                               inserted loosely
1/1 (2-sided, Black & White)                            0.08           0.07         0.05       0.04
                               into a newspaper
2/0 (1-sided, 2-Color)                                  0.08           0.07         0.05       0.04
2/2 (2-sided, 2-Color)                                  0.10           0.09         0.06       0.05
4/0 (1-sided, 4-Color)                                  0.12           0.10         0.06       0.04
4/4 (2-sided, 4-Color)                                  0.14           0.12         0.07       0.04
FLYERS (Includes Cost of Distribution)
1/0 (1-sided, Black & White)   Coupon mailers,          $ 0.08     $ 0.06       $ 0.05        $ 0.04
                               ADVO flyers
1/1 (2-sided, Black & White)                            0.09           0.06         0.05       0.05
2/0 (1-sided, 2-Color)                                  0.08           0.07         0.05       0.04
2/2 (2-sided, 2-Color)                                  0.11           0.09         0.06       0.05
4/0 (1-sided, 4-Color)                                  0.12           0.10         0.06       0.04
4/4 (2-sided, 4-Color)                                  0.14           0.12         0.07       0.05
DIRECT MAIL - 1 Page w/
Envelope - (Includes First
Class Mail @ $0.37)

1/0 (1-sided, Black & White)   One page and             $ 0.55     $ 0.53       $ 0.50        $ 0.48
                               envelope
1/1 (2-sided, Black & White)                            0.57           0.55         0.51       0.49
2/0 (1-sided, 2-Color)                                  0.56           0.54         0.50       0.48
2/2 (2-sided, 2-Color)                                  0.58           0.56         0.51       0.49
4/0 (1-sided, 4-Color)                                  0.61           0.59         0.55       0.49
4/4 (2-sided, 4-Color)                                  0.63           0.61         0.55       0.51
DIRECT MAIL - Postcard -
(Includes First Class Mail
@ $0.23)
1/0 (1-sided, Black & White)   Postcard                 $ 0.36     $ 0.34       $ 0.31        $ 0.29
1/1 (2-sided, Black & White)                            0.36           0.35         0.31       0.29
2/0 (1-sided, 2-Color)                                  0.37           0.35         0.32       0.29
2/2 (2-sided, 2-Color)                                  0.39           0.37         0.32       0.30
4/0 (1-sided, 4-Color)                                  0.41           0.39         0.33       0.30
4/4 (2-sided, 4-Color)                                  0.43           0.41         0.34       0.30



                                                                                                       18
                                                       Required Pre-approval                     Required Claim
              Eligible Expenses                           Documentation                          Documentation

1. We will reimburse up to 60% of the total         1. Completed Pre-approval        1. Completed Advertising Claim Form.
   actual cost (not to exceed total amount             Application Form.             2. Printed sample of completed piece.
   accrued) of door hangers and flyers              2. Final copy of door hanger     3. Itemized original invoice (must be
   purchased through DISH Network, an                  with written dimensions.         dated during the quarter)
   Authorized DISH Network Distributor, or          3. Enlarged copy of legal        4. Copy of your Pre-approval
   through our current Retail Vendor Partners          disclosures.                     Application Form with Co-op
   as listed on the Retailer Care Site including:                                       response.
                                                    Note: Ads in languages other     5. Your Ad initialed by a Retail
                                                    than English and Spanish            Marketing Representative.
        Envision Graphics                           must include an English
                                                    translation (including
        LOREX Inc.                                  disclaimer).

        ADVO                                        In one business day you will
                                                    receive Co-op’s response to
                                                    your documentation (Pre-
                                rd
*Material purchased through a 3 party vendor        Approval Application Form
not listed above is not eligible for                and Ad signed and initialed
reimbursement.                                      by a Retail Marketing
                                                    Representative)


Guidelines:
 Shared advertisements are allowed with a non-competitive product to DISH Network. Co-op reimbursement will be
   determined by Retail Services based on the space devoted to DISH Network.
 Door Hangers must be of minimum card stock and a minimum size of 4 inches wide by 7 inches tall with ad print
   displaying no less than a minimum of 7 point font.
 Door Hanger piece must have either a die-cut hole or an elastic band to place the piece on a door knob.
 Graphic design, agency and production fees are not eligible for Co-op reimbursement.
 Ad must run during the quarter.
 Door hangers can be delivered by employees in either door-to-door sales or during installation.
 The appropriate DISH Network disclaimer and offer end date must be present. ( Disclaimers can be found on the Retailer
   Care Site Info Center Sales & Marketing Tools Advertising Material Build Your Own Material Legal Language).
 Disclaimers on Door Hangers MUST be readable to the naked eye and no less than a minimum of 4 point font.
 In most cases, your ad will be approved through the expiration date of the current promotional period. Submit your ad
   for pre-approval each new promotional period (even if no changes are made).
 Refer to Appendix I for complete DISH Network logo and product naming information.
Retailer Contact Information:
 Ad must display Retailer name and contact information (phone number and/ or address).
 No claims of rank (i.e. “#1 Dealer”, “Best Retailer”).
 No mention of DISH Network account status (i.e., “Summit Elite”).
 No mention of competition.
Retailer “Special Offer” Information:
 Retailer cannot offer cash, or waive any part of a DISH Network promotion (i.e., activation fee, free programming, etc.)
 Special Retailer offers must mention “Courtesy of [RETAILER’S NAME]”. Examples include:
            o Gift certificate or gift card to a third party, which must be mentioned in the ad (i.e., local restaurant, Home
                 Depot, Sears, Visa Gift Card)
            o Equipment: Such as DVDs, Surge Protectors, etc.
            o Installation within (i.e., 48 hours, 24 hours, etc.)



                                                                                                              19
(Continued)

“Call to Action” or Generic Ad:
 Use the generic DISH Network disclaimer “All prices, packages and programming subject to change without notice.”
 Include a call to action statement. Examples include:
              o Call (or visit us) today to find out more about our promotions!
              o Call (or visit us) to find out how you can get satellite TV in every room of your house!
              o Call (or visit us) to find out how you can pause live TV with a DISH Network DVR!
              o Call (or visit us) now to get your free installation!
              o Call (or visit us) to find out how you can get the Lowest All-Digital Price in America…Every Day!
              o Call (or visit us) to see how you can get HDTV in your home!
              o Call (or visit us) and get Better TV for all.




                                                                                                      20
                                                   Required Pre-approval                        Required Claim
           Eligible Expenses                          Documentation                             Documentation

1. Up to 60% of the portion of the booth     1. Completed Pre-approval              1. Completed Advertising Claim Form.
   space dedicated to DISH Network.             Application Form.                   2. Two different and unique
2. Not to exceed total amount accrued.       2. Copy of trade show contract            photographs of the decorated booth
3. Booth must be no less than 50%               signed by an event                     set-up at the event.
   dedicated to DISH Network.                   representative showing the          3. Original of verifiable itemized
4. Eligibility includes booth space at          following:                             invoice from the trade show
   Trade/Home Shows or Fairs.                    Start and end date of the            company detailing location(s) and
                                                     event/show.                       length of time must be submitted.
                                                 Event/show location.                 (Copies are not accepted)
                                                 Booth size and fee.               4. Complete Pre-Approval
                                                 Description of what fee              documentation including
                                                     includes.                         application, response and copy of
                                                 Deposit amount.                      contract initialed by your Retail
                                                 Your signature.                      Marketing Representative.
                                                 Event representative’s            5. Event dates must be during the
                                                     signature (not required if        quarter.
                                                     less than $200).
                                                 Contact phone number for
                                                     event/show.

                                             Note: Handwritten contracts will not
                                             be accepted.

                                             DISH Network does not review
                                             the contract and is not liable for
                                             legal information contained in the
                                             event contract. The contract is
                                             obtained for verification of the
                                             event only.

                                             In one business day you will receive
                                             Co-op’s response to your
                                             documentation (Pre-Approval
                                             Application Form and event contract
                                             initialed by a Retail Marketing
                                             Representative)


Guidelines:
 DISH Network presence must be a minimum of 50% of the booth space. If a DISH Network Event Van is present,
   booth must be 100% dedicated to DISH Network.
 Retailer name must be prominently displayed in the booth.
 DISH Network must be prominent when the booth space is displaying additional non-competitive product or services.
 Retailer must sell only DISH Network in the Direct Broadcast Service category.
 Eligibility for Co-op reimbursement does not apply to expenses for carpeting, electricity, booth cleaning, construction,
   union fees, transportation, equipment rental fees or other associated costs.




                                                                                                            21
The DISH Network HDTV Tour is an interactive marketing program designed to drive sales of DISH Network
satellite television by increasing consumer awareness and exposure to HDTV, DVR, iTV and current Satellite TV
promotions. The HDTV Tour is a 53-foot trailer filled with the latest in DISH Network products, available to support
retailers throughout the year.
          For more details read the HDTV Tour Fact Sheet found on the Retailer Care Site or email us at -
                                          HDTVTOUR@echostar.com

                                                Required Pre-approval                       Required Claim
           Eligible Expenses                       Documentation                            Documentation

1. Up to 60% of an HDTV Tour event         1. Completed Pre-Approval             1. Completed Advertising Claim Form.
   (not to exceed total amount accrued).      Application Form.                  2. Two different and unique
2. Eligibility includes:                   2. Copy of the HDTV Tour vehicle         photographs of the decorated booth
    Booth space at Trade/Home                lease agreement, and other            as set-up at the event.
        Shows or Fairs.                       event requirements if              3. Original verifiable itemized invoice
    Electricity for the HDTV Tour.           applicable.                           from the trade show company
                                           3. If the HDTV Tour is being             detailing location(s) and length of
                                              leased for an event, you must         time must be submitted monthly.
                                              include a signed event contract       Copies are not accepted.
                                              as detailed in the Event Co-op     4. Complete Pre-Approval
                                              Rules.                                documentation including
                                           4. Must provide liability insurance      application, and copy of contract
                                              for the event.                        initialed by your Retail Marketing
                                           5. Information on attendance             Contact.
                                              figures, purpose of event,         5. Report detailing HDTV Tour event
                                              expenses, target demographics         activity and customers acquired at
                                              and activations expected.             the event.
                                                                                 6. Event dates must be during the
                                           You will receive Co-op’s response        quarter.
                                           by 5:30 MT the next business day
                                           (Pre-Approval Form and contract
                                           signed by a Retail Marketing
                                           Representative)


Guidelines:
 Allocate a proper amount of space for the Semi-Truck.
            o Level Ground – Asphalt, Cement, Stable.
            o 70 ft by 50 ft space – Accessible by the truck.
            o Optimal Location with heavy Foot Traffic and Exposure.
            o Optimal Location with view from Street and Auto Traffic for Exposure and draw.
 Make sure all necessary permits and licenses are obtained for the event.
 6 Staff members to man the truck during heavy traffic period (weekends and evenings), 3 members other times.
 Retailer’s staff must adhere to HDTV Tour Roles and Responsibilities to receive Co-op payment.
 Eligibility for Co-op reimbursement does not apply to equipment rental fees or other associated costs.




                                                                                                        22
                                                  Required Pre-approval                       Required Claim
           Eligible Expenses                         Documentation                            Documentation

1. Up to 60% of monthly rental and          1. Completed Pre-approval              1. Completed Advertising Claim Form.
   signage costs (not to exceed total          Application Form.                   2. Two different and unique
   amount accrued).                         2. Copy of kiosk/cart contract            photographs of the decorated/set-
                                               signed by a mall representative        up kiosk.
                                               on official letterhead.             3. Original invoice itemized from the
                                            3. Contract must include:                 mall company detailing location(s)
                                                Start and end date of the            and length of time (Copies are not
                                                   kiosk contract.                    accepted).
                                                Kiosk/cart location.              4. Completed Pre-Approval
                                                Kiosk/cart size and fee.             documentation including
                                                List of itemized fees.               application, and copy of contract
                                                Deposit amount.                      initialed by your Retail Marketing
                                                Your signature.                      Representative.
                                                Mall representative’s
                                                   signature.                      Note: Rental dates must be during the
                                                                                   quarter.
                                                Mall contact phone number.

                                            Note: Handwritten contracts will not
                                            be accepted.

                                            DISH Network does not review
                                            the contract and is not liable for
                                            legal information contained in the
                                            event contract. The contract is
                                            obtained for verification of the
                                            event only.

                                            In one business day you will receive
                                            Co-op’s response to your
                                            documentation (Pre-Approval
                                            Application Form and trade show
                                            contract initialed by a Retail
                                            Marketing Representative)


Guidelines:
 Kiosk or Cart must be at least 50% dedicated to DISH Network, and cannot be shared with competing products.
 Retailer must have a primary storefront (commercial building which has a separate entrance and is separated by walls
   from other similar parts of the building where it is located). Households cannot be considered a primary location.
 Submit your kiosk for pre-approval at the beginning of each promotional period, even if no changes are made to the
   kiosk.
 Eligibility for Co-op reimbursement does not apply to expenses for carpeting, electricity, booth cleaning, construction,
   union fees, transportation, equipment rental fees or other associated costs.
 DISH Network must be prominently displayed in the kiosk. Signage Co-op Rules must be adhered to.
 Retailer’s name must be prominently displayed on the kiosk.
 When possible, the kiosk shall be equipped to receive a live television feed of DISH Network promotional broadcasts. If
   you are unable to receive a live feed from your location, you must be equipped to run a taped “loop” promotional video
   that you have recorded from Channel 988 or another promotional video provided by DISH Network.
 Retailer must exhibit and sell DISH Network exclusively in the Direct Broadcast Service category.


                                                                                                          23
                                                  Required Pre-approval                      Required Claim
           Eligible Expenses                         Documentation                           Documentation

1. Up to 60% on eligible items.              Co-op Pre-approval is not required   1. Completed Advertising Claim Form.
   (Eligible items will be denoted with an   on these items.                      2. DishSTUFF itemized invoice
   asterisk on both the item title and                                               identifying items eligible for Co-op
   description)                                                                      payment.
2. Not to exceed total amount accrued.                                            3. Invoice dates must be during the
3. Eligible items may include:                                                       quarter.
    Literature.
    Banners.
    Selected quarterly kit components

Note:

Co-op reimbursement does not include
shipping and handling fees and taxes.

Online store access located on the
Retailer Care Site under the Business
Center.




                                                                                                         24
 DISH Network
Co-op Guidelines
  Appendices




                   25
Appendix I – Logo Usage
DISH Network, Programmers, SIRIUS, 3rd Party Logos

DISH Network has developed the following basic standards for usage of the DISH Network logo. Any
use of logo, except on pre-approved advertising slicks provided by DISH Network, must be submitted
for approval. FAX to 303-723-1499 or send via E-mail to coopadvertising@echostar.com.

DISH NETWORK LOGO
Use logo as supplied on the DISH Network Retailer Care Site. The logo must have a ™ along with
elimination of bottom “swoosh”.

Please refer to the Trademark and Style Guide for further guidelines.


OTHER DISH NETWORK PRODUCED LOGOS
    o   DISH Network produced logos are not to be altered in any way. These logos must be taken
        from the Retailer Care Site and used exactly “as is”.

PROGRAMMER LOGOS
    o   Programmer logos are the exclusive property of the individual networks and can only be used
        in DISH Network produced materials, unless pre-approved by DISH Network Retail Marketing
        Department.
    o   Programmer logos can only be used in DISH Network produced, camera-ready ad slicks,
        unless pre-approved by the DISH Network Marketing Department. Programmer logos may
        not be altered in any way. Violation of this policy may result in loss of privilege to sell DISH
        Network.

VOOM LOGO
Must be used as shown on the Retailer Care Site.

SIRIUS LOGO
Please see the SIRIUS guidelines for instructions on how you may advertise SIRIUS radio. DISH
Network will not co-op ads that have only SIRIUS information.

3RD PARTY LOGOS
                                                                        rd
All service and trademarks belong to their respective owners. Use of 3 party logos (including, but
not limited to, WildBlue, Earthlink, etc.) must be used in accordance with their owner.




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Appendix II – Retailer Information
Retailer Contact Information (Tag Lines), Retailer Exclusive Offers, Retailer
Logos

When using pre-approved advertising material, retailers may enter contact information, retailer
exclusive offers and taglines without submitting for Co-op pre-approval. Retailers who do not follow
these rules will be denied reimbursement on the ad.

Retailer Contact Information:
   Retailer must use their business name that is registered with EchoStar Satellite L.L.C. on the
    Retailer Agreement.
   Retailers can add a line that differentiates them to the community. Examples of “Tag Lines” or
    directional information may include:
     “Family owned for 25 years”
     “Across the street from Starbucks”
     “On the corner of 6 and Broadway”
                            th



Below is information that cannot be used in your Tag Line:
     No claims of rank (e.g., #1 Dealer, best retailer, only retailer)
     No mention of DISH Network account status (e.g., Summit Elite)
     No mention of competition

Retailer Exclusive Offer Information:
Retailers can add a special offer to attract customers. Below are the rules regarding Retailer Special
Offers.
     Retailer cannot offer cash, rebates or waive any part of DISH Network promotions (e.g.,
        activation fee or free programming).
     Special offers must mention “Courtesy of RETAILER’S NAME” and can include:
             o Gift certificate or gift card to a third party, which must be mentioned in the ad:
                      Local restaurant Gift Certificate
                      National retailers such as Home Depot or Sears
                      Visa Gift Card
             o Equipment or Merchandise:
                      DVDs
                      Surge Protectors
                      Cell Phones
             o Installation - You can state that you will install within a certain amount of time (e.g.,
                 48 hours, 24 hours) as long as you include “Courtesy of …”

Retailers’ Logos
Retailers can and should develop their own logo. However, they must assure their logo does not
infringe upon DISH Network’s trademark.

DISH Network Trademark Guidelines:
    Only use DISH Network logo as shown on the Retailer Care Site
    Do not use the word ECHO in your business name or domain name
    Do not use elements of our trademark:
          o Orbital top half swoosh only
          o Ventriculated “i” in DISH




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