COST-BENEFIT IN MARKETING COMMUNICATIONS: AN ACCOUNTING PERSPECTIVE

Silvia Ekasari (STIE Manajemen Bisnis Indonesia)
Oggy Akmadani (Institut Agama Islam Sultan Muhammad Syafiuddin Sambas, Indonesia)

INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Vol. 1 No. 2 (2024): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)

Marketing communication is a vital component of modern business strategy, but its effectiveness needs to be accurately measured from a financial perspective. The research method conducted in this study uses the literature method. The results show that a proper accounting approach in evaluating the cost-benefit of marketing communications can improve the efficiency of resource allocation and accountability of the marketing department. With that, a careful cost-benefit analysis from an accounting perspective is critical to the success of a marketing communications strategy.