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

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  • BLAIR, MARGARET H.
  • KUSE, ALLAN R.

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.â€

Suggested Citation

  • Blair, Margaret H. & Kuse, Allan R., 2004. "Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 71-89, March.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:71-89_04
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