however, it is often unclear exactly what it means to 'show a return' on marketing investment. "certainly, marketing spending is not an 'investment' in the usual sense of the word. there is usually no tangible asset and often not even a predictable (quantifiable) result to show for the spending, but marketers still want to emphasize that their activities contribute to financial health. some might argue that marketing should be considered an expense and the focus should be on whether it is a necessary expense. marketers believe that many of their activities generate lasting results and therefore should be considered 'investments' in the future of the business."