Better practices in advertising can change a cost of doing business to wise investments in the business
Allan R. Kuse and Margaret H. Blair
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.
Better Practices In Advertising Can Change A Cost Of Doing Business To Wise Investments In The Business
Margaret H. Blair and Allan R. Kuse
The ARS Group
Many view advertising as a cost of doing business rather than wise investments in the business—a view that has created the roller-coaster rides of cutting advertising 'spending' to meet quarterly profit objectives. This has most likely resulted from marketers not knowing, not being able to account for, not being able to improve, and/or not being able to achieve the return from...