At the directors meeting of Mistletoe plc at which the draft accounts for the year ended 30 September 20x3 were discussed, the marketing director made the following comment:

The cost of the recent expenditure on the mailshot and television campaign advertising our products for Christmas 20x3 will benefit profits in the year ended 30 September 20x4. I cannot understand why this has all been treated as an expense in the 20x3 accounts.

Evaluate this comment, making reference to any accounting concepts and principles which seem appropriate.