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Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business

Published online by Cambridge University Press:  07 May 2004

MARGARET H. BLAIR  and
ALLAN R. KUSE
MARGARET H. BLAIR
Affiliation:
The ARS Group MHBlair@ars-group.com
ALLAN R. KUSE
Affiliation:
The ARS Group ARKuse@ars-group.com
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Abstract

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.”

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 1 , March 2004 , pp. 71 - 89
Copyright
© Copyright © 1960-2004, The ARF

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References

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