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New accounting rules that have turned many traditional marketing expenses into a reduction in net sales/revenue could place more emphasis on trade promotion effectiveness, according to a new study.Sixty-one percent of manufacturers say the reclassifications by the Financial Accounting Standards Board and Emerging Issues Task Force will lead to closer evaluation of promotion expenditures; 50%, increased

New accounting rules that have turned many traditional marketing expenses into a reduction in net sales/revenue could place more emphasis on trade promotion effectiveness, according to a new study.

Sixty-one percent of manufacturers say the reclassifications by the Financial Accounting Standards Board and Emerging Issues Task Force will lead to closer evaluation of promotion expenditures; 50%, increased testing of promotion options; and 50%, a total review of trade programs/strategies

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