For instance, Goodyear can advertise the features and benefits of their tire, or they can advertise how their tire works on the newest Corvette. Perhaps they can talk Chevrolet into co-paying the advertisement so that each pays for half. So Goodyear just spent half the amount on the ad to get the full benefit, perhaps even more than they would normally get.
In the above example, Goodyear also gets more benefit from the advertisement because they show it working on the new Corvette. It shows the product demonstrated in an exciting way rather than just showing a tire and describing its benefits.