Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business

Margaret H. Blair and Allan R. Kuse

Journal of Advertising Research, 2004, vol. 44, issue 1, 71-89

Abstract: The intelligence, measurement, knowledge, models, and desktop “best practice” tools discussed in this article are the types of “products” being developed by the 21st-century business researchers who are determined to add quantifiable value to the business enterprise—and the fact-based support being used by the brand and agency teams that are determined to win in the marketplace, quarter-to-quarter and year-to-year. By accounting for, improving, and achieving a return on advertising investments consistent with quarterly business objectives, what is traditionally viewed as a “cost of doing business” can be transformed to “wise investments in the business.”

Date: 2004
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