In this week’s feature from the FINANCE in MARKETING Library, Jim Gregory, Senior Fellow at The Conference Board, offers a fresh perspective on valuing brands and other assets we cannot touch. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel!
“This is a great time to be a marketer,” says Tony Pace, President/CEO of MASB, the Marketing Accountability Standards Board, “because brand preference is on sale.” In a recent interview on the Wharton School podcast Markets in Motion, co-hosted by David Reibstein and Raghu Iyengar, Pace was asked for his perspective on how the …
Despite the challenges brought by the Covid-19 pandemic, 2020 was a productive one for MASB and its project teams. Besides all of the output detailed below, we successfully pivoted from our traditional biannual summit in-person event to a multi-session Zoom webinar format. Watch for more online events in 2021, starting with MASB Winter Summit, …
2020 was a great year for remote learning, and the MASB Channel on YouTube picked up more than 4,700 views. The most watched videos are a good indication of which marketing topics were top of mind for marketers and marketing academics over the past 12 months. The Top 10 most viewed videos were all …
In this week’s feature, Tony Pace remotely hosts a celebratory toast for 2020 Joseph Plummer MASB Trailblazer Award winner Paul Farris and 2020 Margaret H. Blair Award for Marketing Accountability winner Joanna Seddon. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel!
Despite the challenging circumstances, 2020 was a productive one for MASB and its project teams. Numerous pioneering articles were published, including an article in the new JAR and a continuation of the momentous, well-received Sponsorship Accountability series on the MASBNEWS blog. Thanks to all of our contributors! Curl up near the fire with a …
In this week’s feature, MASB Trailblazer Paul Farris breaks down distribution metrics used in marketing measurement. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel!
Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising. So asserts Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review, an article written by MASB members David W. Stewart, Kelly Johnson, Douglas Crang and Frank Findley, published in the December 2020 issue …
A 14-part, senior-level marketing course by Loyola Marymount University’s David W. Stewart is available for free from the MASB FINANCE in MARKETING Library on YouTube, along with numerous other videos. Pt 1 Creating and Measuring Value Pt 2 Business Models Pt 3 Cash Flows Pt 4 Marketing Research Pt 5 Forecasting Demand Pt 6 …
MASB, the Marketing Accountability Standards Board, is pleased to announce that Canadian marketing measurement firm Avasta has become a member. “Avasta shares the MASB vision of advancing accountable marketing practices that drive brand and business growth by linking marketing activities to financial outcomes,” said Founder and CEO Edgar Baum. “We are excited about becoming …