percent is customary. You may ask, “If I have done my research
and thought through the marketing strategy, why do I need a con-
tingency plan?” The answer is simple. Unless you have a psychic
on staff, you can’t possibly know what will happen in the 10 or
18 months leading up to the event.
Ernst and Young, in their book The Complete Guide to Special
Event Management,state that marketing is the most expensive88 Chapter 4 Funding the Event Marketing Program
Main Account Category Subcategory Account Number
Advertising 100 Creative/Design 100–101
Production 100–102
Print 100–103
TV 100–104
Radio 100–105
Web 100–106
Printing 200 Creative 200–201
Graphic Design 200–202
Printing Cost 200–203
Mechanical Cost 200–204
Couriers 200–205
Postage 300 First Class 300–301
First Class Bulk 300–302
Bulk 300–303
Express 300–304
Consulting Fees 400 Marketing Specialists 400–401
Public Relations 500 Creative 500–501
Writing 500–502
Copying 500–503
Press Releases 500–504
Electronic 500–505
Auxiliary Opportunities 600 Promotional Booth/Stand 600–601
Promotional Printing 700 Banners and Posters 700–701
Giveaways (T-shirts, mugs, etc.) 700–702Figure 4-2
Assigning account codes allows the marketer to understand the
definitive amounts allocated to each expense category. The same
account codes should be used for subsequent events, providing
meaningful comparisons and financial evaluation.