18 Nov Message, Brand, and Dollars: Auditing Marketing Operations

Author: J. Mike Jacka, CIA, and Peter R. Scott, APR, CAE

Year of Publication: June 2017

ISBN: 978-1-63454-000-1

Message, Brand, and Dollars shows how these two opposites can work together to drive an organisation’s marketing success. Mike Jacka and Peter Scott, leading experts on social media compliance and coauthors of Auditing Social Media: A Governance and Risk Guide, explain:

  • The difference between auditing marketing and auditing the marketing department
  • The key documents unique to marketing—creative brief, brand standards manual, image standards, and media strategies—that help guide operations
  • The role of brand management, creative services, and media (including social media) in achieving marketing strategies
  • The unique requirements of agency relationship management, how these support the overall operations, and where things might go wrong
  • Ways internal audit can review marketing activities to help ensure risks have been properly identified and appropriate controls have been established

What not only makes the practice of marketing a challenge—but also the performance of an internal audit—are the many ways to develop, implement, staff, and direct activities. Message, Brand, and Dollars contains practical information that any internal auditor needs to gain a better understanding of marketing.