Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding MASB, the Marketing Accountability Standards Board, and serving as its first President/CEO. Nominations are open through Aug. 10, 2020, for the second annual Margaret H. Blair Award for Marketing Accountability, …
In Part 8, we examine the role social media plays in managing and measuring sponsorships. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of …
Due to the challenges of traveling and gathering that look to continue through next season, MASB Summer Summit 2020 will be conducted remotely in a series of 2-1/2 to 3 hour Zoom events with this tentative schedule: August 6 12:30 – 3:30 ET September 17 12:30 – 3:30 ET October 8 12:30 – 3:30 …
The Journal of Advertising Research just published as a “digital first” a terrific paper titled, Effectiveness and efficiency of TV’s brand building power: A historical review – why the Persuasion Rating Point (PRP) is a more accurate metric than the GRP, by MASB’s own Dave Stewart, Frank Findley, Kelly Johnson and Doug Crang. Their …
In Part 6 of the Sponsorship Accountability series, we explored the benefits and challenges of adding eSports to a sponsorship portfolio. This article is an extension of that work covering the growing opportunity of eSports amid the COVID-19 pandemic. Recent global events may be the catalyst that accelerates the eSports industry to become a …
The Covid-19 pandemic has disrupted almost all aspects of consumers’ lives and created widespread drops in confidence. The efforts of medical personnel, elected officials and government agencies to tackle the threat have taken center stage in media reporting. But marketers also have a vital role to play both during the pandemic and afterwards. Here …
MASB’s FINANCE in MARKETING Library is available on the YouTube MASB Channel. Critical topics in marketing are presented with a financial and accountable perspective by today’s top minds in marketing measurement and research, including Joanna Seddon, Mike Hanssens, Paul Farris, Kevin Lane Keller, Dan McCarthy and many more. Please subscribe as we are adding …
Insights on sponsorship accountability, digital accountability, brand value and more were abundant at MASB Winter Summit 2020 at the Union League Club in Manhattan. We had an outstanding array of speakers and panelists as well as a very inquisitive audience. Thanks to everyone who participated!
MASB Winter Summit 2020 takes place February 26 – 27 at the Union League Club, 38 E 37th St, Manhattan, New York, NY. The Summit runs Wednesday 2 PM to 6 PM followed by a dinner reception, and Thursday 8 AM to 4 PM. The program includes: Brand Value and Customer Franchise Are Material – Tony Pace, MASB President/CEO ANA …
eSports – An emerging sponsorship opportunity as great as the Super Bowl? The Super Bowl is unrivaled as a sponsorship opportunity. It has been the number one program in the U.S. for decades.[1] In recent years, it has boasted in-stadium audiences of 100 thousand and at-home audiences of nearly 115 million. Surrounding this is …