This Advertising and Promotion Audit Work Program is for organizations looking to bring clarity and rigor to their marketing expenses. This tool guides teams through the complex landscape of advertising and promotional activities, offering a structured approach to evaluating risks, internal controls and vendor relationships. Addressing everything from strategic planning and budgeting to agency selection and contract management, this program helps ensure that every dollar invested in advertising is both justified and aligned with business objectives. It recognizes the challenges of measuring the true impact of promotional efforts, especially when creative decisions and subjective factors play a significant role. Through careful review of processes, expenditures and campaign outcomes, this tool empowers management to make informed decisions while protecting the company’s assets and reputation.

This tool focuses on real-world issues, such as cost containment, compliance and the effectiveness of internal controls. It encourages collaboration between audit teams, marketing, and executive leadership, fostering transparency and accountability at every stage of the promotional process. It also addresses the nuances of working with external agencies, including the importance of audit rights, measurable performance criteria and robust documentation. This document offers a guide to increase ROI and reduce risk for new products or ongoing campaigns.

Audit steps include:

• Review product ad and promo policies and procedures.
• Review and develop an understanding of the budgeting process for each major advertising and promotion program.
• Review policies and procedures for media purchasing, including related materials, services and promotion/event management.