Chapter 4

Understanding the role of finance and budgeting


This chapter is intended to help you:

  • Understand the budget responsibility of an advertising manager.

  • Understand how advertising is budgeted.

  • Understand the basics of accounting procedures.

  • Learn how management uses accounting.

  • Understand the role that finance plays in advertising.

Budgeting is at the heart of advertising management. Managing a budget is one of the key roles of any manager. It is especially complex for an advertising manager.

An advertising manager deals with a variety of budget items. This requires the advertising manager to know something about budgeting, accounting and finance. You don’t have to be an expert in these areas. You do need to know ...

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