Financial Statement Preparation |
| ADVERTISING |
| Click on the highlighted areas and a description will appear in a new window. Clicking on an account number will take you to the appropriate page in this manual. |
Search Engine MarketingSearch Engine Marketing (SEM) or Paid Search refers to the pay to play process used to ensure that a digital ad appears in a shoppers Search Engine Results Page (SERP). Think Google. Display AdvertisingDisplay advertising refers to the process that places banner ads in locations supporting this form of advertising. Display ads are typically graphic ads that appear on websites, mobile apps, YouTube videos, Gmail and in other locations in the display network. Re-targeting is a type of display advertising. Digital RetailingDigital retailing is a connected experience (or series of connected experiences) that allows consumers to understand each step in the shopping process. An online digital retailing application that guides consumers through the entire vehicle purchase process with or without the involvement of dealership or OEM personnel. Examples include; Roadster, Auto trader Accelerate, ELEAD1ONE DealBuilder. Online Reputation ServicesOnline Reputation management services are designed to help build and maintain a positive image online. Think consumer reviews. 3rd Party Lead Providers3rd Party Lead Providers are consumer facing sites that collect consumer personalized information (PII) and sell this information (leads) to dealers for follow-up. Examples include; Autobytel, Cars.com, CarGurus, IMotors, etc. Database MarketingDatabase Marketing (Loyalty Marketing) uses data (dealer provided, OEM provided, 3rd Party) to segment targeted Omni-channel offers and messages through a dealer's CRM. Segmented loyalty data might predict a different offer as opposed to conquest data. Esxamples include; AutoAlert, ELEAD ONE Exchange, ConsumerConnection, Dominion Market Activator. OtherAll Other Digital Advertising not listed in the Chart of Accounts. Line 55Total of lines 47-54 Line 61Total of lines 56-60 Line 62Total of lines 55+61 |
New Page 3A – Traditional and Digital Advertising Expense Accounts
- At the bottom of Page 3A is a new optional section that allows dealers to separate Advertising Expenses for the first time on the Dealer Financial Statement
- The goal of this optional section is to improve the dealer’s ability to measure the Advertising effectiveness of their Traditional and Digital Advertising spend by using comparative composite group analysis and trends through reports and tools located in FBMI (Ford Business Management Intelligence reporting system)
- As an example, dealers will be able to compare how their digital advertising spend compares to that of similar-sized dealers
- Dealers who do not wish to provide this level of detail on their Traditional and Digital New Advertising spend can simply enter one New Advertising spend amount into either New “Other” Expense accounts (7256 or 7260)
- Dealers must utilize at least one New Advertising Expense Account and one Used Advertising Expense on Page 3A which then automatically load to their New and Used “Total Advertising” Expense Accounts on page 4
- The same process must be followed for Used Advertising, with dealers either breaking out all their advertising expenses or entering one Total Used Advertising amount into either of the Used “Other” Expense accounts (7436 or 7440)