Money spent to sell your company's product or service, or to develop goodwill in the community, can be deducted from business income. Advertising costs, like other ordinary and necessary business expenses, are generally deductible so long as the advertising expense is reasonably related to your trade or business. There are a few caveats, however, depending on the type of advertising and its expected usefulness. Take stock of your business advertising expenditures to maximize the benefits for your bottom line.

Advertising expenses

Direct advertising costs for ads targeted to a specific customer group are generally deductible. Certain indirect advertising costs are deductible as well. For example, business owners can deduct amounts paid to a merchant association, so long as the money is ultimately used for an advertising campaign within a certain geographic area. Promotional expenses incurred in developing goodwill for your business are deductible, just like money spent in gaining immediate sales. Even the cost of designing the advertising can be deducted.

Partial deduction and the "one-year rule"

Most advertising costs are deductible, even though the advertising may have some future effect on business activities. However, expenses are only partially deductible when the time period in which the business will benefit from the advertising definitely extends beyond the year in which the cost is incurred (the "one-year rule"). For example, the cost of permanent signage that is expected to last for more than one year must be capitalized. Any deduction must be spread out over the life-expectancy of the sign.

The "one-year rule" notwithstanding, some courts have held that advertising expenses can be deducted even when the expected benefits of advertising extend over a period of several years, provided the period of benefit is not definitely ascertainable. Two types of advertising that face the "one-year rule" are:

Catalogs. A business can deduct the cost of producing and mailing trade catalogs if the useful life of the catalog is less than one year. A business must capitalize the costs of producing and mailing trade catalogs that have a useful life of greater than one year. Some courts, however, have allowed a full deduction in the year the catalog costs were incurred.

Web site content. The costs of creating and installing internet web site content that has a useful life of less than one year is probably a currently deductible advertising expense. However, advertising elements that are displayed on a web site for more than one year may need to be capitalized. Long-lasting web site ads can be compared to billboards, which have been treated as capital assets since they have a useful life in excess of one year.

Goodwill advertising

Goodwill advertising - ads that spread the "good word" about your business rather than sell a particular product or service - are also deductible. The following expenses, among others, are deductible as goodwill advertising:

• Contributions to a qualifying charity
• Civic activity expenses
• Sponsorship of community organizations, like Little League
• Impartial public service advertising

Goodwill advertising costs are deductible as ordinary and necessary business expenses even though they have some effect beyond the current tax year.

Nondeductible advertising expenses

Not all advertising costs are tax deductible. If advertising or promotional expenses are not related to a taxpayer's trade, business or investments, then the expense is not eligible for a tax deduction. For example, promotional expenses incurred in setting up a new business because a new business is not an existing trade or business. Likewise, expenses incurred in recreational pursuits are not deductible as advertising expenses unless the company can show a sufficient relationship between the recreational activity and the business. However, there also may be a gray line between a "soft sell," which can be very effective at times, and expenses that do not put your business in enough of a spotlight to potential customers to qualify as a business expense.

Example:  Company K pays for a large public relations banner at a golf tournament. The banner announces Jim Smith's candidacy for president of the golf association. Jim is a Company K vice-president and principal shareholder. The banner, however, does not mention Company K or its services. Company K can't deduct the cost of the banner as an "advertising" expense because the expense was considered incurred to give personal publicity to the vice-president/shareholder, not publicity for the corporation. This is so even if becoming president of the golf association then puts Jim Smith in a great position to develop important business contacts.

Conclusion

Advertising expenses that are reasonably related to your trade or business are deductible in the year the costs were paid or incurred. This general rule holds true unless the expenses are capital expenditures, like billboards or other permanent signs. Some advertising expenses are only partially deductible on the current year's tax return if the promotional benefits last more than one year, like catalogs, web sites, or brochures with a shelf-life. There also are different rules that apply depending upon whether you are considered a "cash-basis" or an "accrual-basis" taxpayer by the IRS.