White Papers

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Perspective on Ad Capitalization and Taxation– Moore & Stewart 2016

Expenditures that have a life of less than a year are treated as current expenses while expenditures that have a life of greater than a year are capitalized and amortized over the useful life. Advertising expenditures are treated as short-term and expensed in the current year. Several proposals have been made to change the treatment of advertising to treat all advertising as having some long-term effect on sales. This paper examines research in economics, marketing and accounting that has addressed the short- and long-term effects of advertising on sales.

Brand Investment and Valuation:  A New, Empirically-based Approach – Findley 2016

The “brand” is one of the largest assets that a company owns. But unlike tangible assets like factories which are quantified on the balance sheet, a brand’s financial value often goes unrecognized. This puts marketing and finance teams at a disadvantage for assessing investments in the brand such as media. To bridge this gap MASB sponsored an ambitious project that brought together leading academics, marketing and finance practitioners from six blue-chip corporations, and specialists from several research companies.

What Is Known About the Long-Term Impact of Advertising – Hanssens 2011

The focus of most measures of marketing’s impact on sales is “short term.” Measurement and analyses that consider only short-term impact may put advertising at an unrealistic disadvantage when allocating marketing resources to maximize long-run profitability. This paper reviews what is known about the short- and long-term impact, illustrates the findings with practitioner examples, and provides clear direction for business application and improving financial return.
(Ch. 8, Accountable Marketing: Linking Marketing Actions to Financial Performance)

Getting a Seat at the Table: C-Level Views on Marketing ROI – Plummer/Blair 2009

In the absence of standardized metrics for determining marketing’s contribution to return on investment and bottom line, the key to accountability may be found in the behaviors of other business functions—primarily finance and operations—which have established independent, self-governing standards bodies.

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