In an accounting sense, advertising is just an expense. Some very clever people have decided that there is no reliable way to take a look at, let’s say, your flash video advertising on the front page of a major league baseball team’s website, and tell how much money you could expect to earn based on the attention gathered from there. In order to be considered an asset, you need to know the cost, as well as reasonably estimate the future benefits. Do you know what can be counted as an asset?
A database of repeat customers.
A mailing list.
An informal contract with buyers who have become personal acquaintances.
As certain as you may be about a new campaign, or investment in an attention grabbing stunt, you should take stock in the wisdom of the people who handle money professionally. If an ad leads to a hundred sales, it is still an expense. If it helps you meet new and interested people, it becomes a very valuable asset.
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