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.”