Better practices in advertising can change a cost of doing business to wise investments in the business

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...