RT Journal Article SR Electronic T1 Better Practices In Advertising Can Change A Cost Of Doing Business To Wise Investments In The Business JF Journal of Advertising Research JO J Advert Res FD WARC SP 71 OP 89 DO 10.1017/S0021849904040012 VO 44 IS 1 A1 Margaret H. Blair A1 Allan R. Kuse YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/1/71.abstract 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.”