PT  - JOURNAL ARTICLE
AU  - Margaret H. Blair
AU  - Allan R. Kuse
TI  - Better Practices In Advertising Can Change A Cost Of Doing Business To Wise Investments In The Business
AID  - 10.1017/S0021849904040012
DP  - 2004 Mar 01
TA  - Journal of Advertising Research
PG  - 71--89
VI  - 44
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/44/1/71.short
4100  - http://www.journalofadvertisingresearch.com/content/44/1/71.full
SO  - J Advert Res2004 Mar 01; 44
AB  - 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.”