Comptabilité et marketing

Accounting for Marketing Expenditures: Analyzing the ROI of Advertising and Promotion

Abstract

Xiaowei Meng

This paper investigates the methods of accounting for marketing expenditures, specifically focusing on the return on investment of advertising and promotional activities. With companies dedicating significant portions of their budgets to marketing, it is essential to accurately measure the financial returns generated by these investments. The study examines various accounting techniques for tracking, allocating, and evaluating marketing expenses, offering insights into how these expenditures impact overall financial performance. By analyzing the effectiveness of different marketing strategies through accounting metrics, this paper provides a framework for businesses to optimize their marketing investments and improve financial decision-making.