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.
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Volume (Year): 44 (2004) Issue (Month): 01 (March) Pages: 71-89 Download reference. The following formats are available: HTML
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