| In the strictly quantitative world of accounting, an | | | | Much business growth (and consequently, profit) |
| "indirect profit" line does not exist on the P&L form. | | | | happens over time. Programs that appear expensive |
| Every marketer and small business owner knows, | | | | may -- indirectly and in the long run -- be profitable or |
| however, that many aspects of profitable marketing | | | | even critical to survival. Examples include: general |
| are not clearly apparent or quantifiable. | | | | advertising campaigns, a new Website (or |
| Indirect Profit Considerations | | | | improvements to an existing one), awareness-building |
| A profit and loss form ( clearly identifies direct revenue | | | | activities, and charitable contributions. Potentially, all |
| and costs. Other considerations are missed. Indirect | | | | have an indirectly positive impact on revenue and |
| benefits of marketing, competitor activity, and | | | | profit. |
| long-term implications are less tangible. | | | | |