In the last couple of years, every company worth its salt has been conducting audits of various kinds to ensure that they stay ahead in the game. Whether it is an evaluation of the procedures that they follow in recruiting or checking on how the finances are being managed or the kind of marketing programs that they have been using, an audit has become part of the operations of any company. In the case of a marketing audit, there is a slightly different approach that has to be followed. What happens during this process is that every element of a promotional campaign or strategy is examined carefully to find out whether it yields the desired results. In case this does not happen then the same is recorded and then discussed with the company so that remedial action can be taken to set things right and ensure that the campaign or the strategy is carried out effectively.
Specific V. General
In case there is a large company that you are looking at and trying to figure out whether an audit of its promotional campaigns is being carried out, you are likely to find that there are evaluations of specific campaigns and sometimes their overall marketing strategy. It is also possible that the firm that carries out this assessment is the one that has approved the overall strategy that is to be followed. Therefore, it is quite common to find specific as well as general audits carried out where the marketing or promotional operations are concerned. In case you are not too sure about the kind of audits that are being carried out, it would be good to go through the scope of work that has been assigned to the firm which is doing the work.
This is another crucial element while carrying out an assessment or an audit. Let us imagine that you have to run a promotional campaign for a minimum period of six months. There is no point in carrying out a complete evaluation of the campaign before these six months are over. Instead, you need to think about how impactful the campaign has been only after the allotted time has been completed. Take time to explain this to your audit firm before you call them in to evaluate how effective your campaign has been. They are likely to describe the parameters on which this evaluation is done, following which they will begin their task.