The Purpose of this study is to examine the effects of the cooperative advertising in which two or more brands from different product categories are featured together in advertising. This study identified compatibility of usage occasion and advertising appeal type as important factors in determining ad effectiveness, and several hypotheses were induced based on these two factors. To investigate the above research hypotheses, this study used an experimental method with 2(compatibility of usage occasion: high vs. low) × 2(advertising appeal type: POP appeal vs. POD appeal) full-factorial, between-subjects ANOVA design. The results of empirical testing are as follows: In the case of the cooperative advertising in which two brands from different product categories are featured together in advertising, there was not significant interaction effect between compatibility of usage occasion and advertising appeal type on advertising attitude, but there were significant interaction effects on brand attitude and purchase intention. Based on the results, theoretical and managerial implications as well as limitations and future research directions were presented and discussed.