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 has 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 in a Brand’s Portfolio 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 massive coverage in other touchpoints: print, radio, …
We started the new year right with three new videos for our rapidly growing FINANCE in MARKETING Library on YouTube. Finance in Sponsorship-Linked Marketing: University of Oregon Marketing Professor T. Bettina Cornwell demonstrates the financial impact of sponsorships on ROI and ROO. Reach vs. Impressions: Liquid Senior Digital Strategist Nikki Kyriakopoulus on the difference …
Marketing accountability is becoming an international movement and MASB is representing U.S. interests in the development of new global standards while leading the charge to link marketing actions to financial performance. This was a banner year for new marketing accountability resources from the Marketing Accountability Standards Board. Take advantage of them! Monthly usage of …
“What gets measured, gets managed.” – Peter Drucker This is part five in the MASB Sponsorship Accountability series. 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 …
This is part four in the MASB Sponsorship Accountability series. 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 developing the business case for …
This is part three in the MASB Sponsorship Accountability series. 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. In this third part, we examine the importance of establishing a …