Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business
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.
Volume (Year): 44 (2004)
Issue (Month): 01 (March)
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