@article {Blair71, author = {Margaret H. Blair and Allan R. Kuse}, title = {Better Practices In Advertising Can Change A Cost Of Doing Business To Wise Investments In The Business}, volume = {44}, number = {1}, pages = {71--89}, year = {2004}, doi = {10.1017/S0021849904040012}, publisher = {Journal of Advertising Research}, abstract = {The intelligence, measurement, knowledge, models, and desktop {\textquotedblleft}best practice{\textquotedblright} tools discussed in this article are the types of {\textquotedblleft}products{\textquotedblright} being developed by the 21st-century business researchers who are determined to add quantifiable value to the business enterprise{\textemdash}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 {\textquotedblleft}cost of doing business{\textquotedblright} can be transformed to {\textquotedblleft}wise investments in the business.{\textquotedblright}}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/44/1/71}, eprint = {https://www.journalofadvertisingresearch.com/content/44/1/71.full.pdf}, journal = {Journal of Advertising Research} }