Do you have some fundamental questions on communication management that you wish you had the answer to? MICA Classroom on afaqs! is just the place for you.

In the first collaborative exercise of this kind in India, the faculty at MICA will respond to the most interesting questions from surfers on afaqs! So ask your stuff now!

Started in 1991, Mudra Institute of Communications, Ahmedabad (MICA) is an autonomous non-profit management education institution. MICA has set a precedent as the first residential academic institution in the country and perhaps in the Asia-Pacific region wholly dedicated to meeting the needs of the integrated marketing communications industry.

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What is marketing accounting?
Marketing accounting means accounting for all marketing activities in terms of the time, effort and money required versus the achievement of the objective with sales volume as the bottom line. For e.g. one full page ad with an objective to enhance the corporate image of Adani group of companies is given in a newspaper. Post release, evaluation would be done to find out whether the objective has been achieved or not as compared to the spends.
   
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