PT - JOURNAL ARTICLE AU - Blair, Margaret H. AU - Kuse, Allan R. 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.”