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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.
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    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.

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    File URL: http://journals.cambridge.org/abstract_S0021849904040012
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 01 (March)
    Pages: 71-89

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:71-89_04

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