MASB Fall Summit Moved to Oct. 21

The date for MASB Fall Summit 2021 has been moved to Thursday, October 21, 9 AM – 3 PM at the historic Union League Club in Midtown Manhattan. A remote Zoom session Thursday, November 11, 1 – 4 PM will feature video highlights from Oct. 21 with additional speakers and content. Financial Valuation of …

TV Advertising Still Crushing It, ARF Best Practitioner Paper Concludes

Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than in the past. Four members of MASB, the Marketing Accountability Standards Board, reach this …

2021 Blair Marketing Accountability Award Nominations Open

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 July 31, 2021, for the third annual Margaret H. Blair Award for Marketing Accountability, …

Brands Must Be Valued in Financial Terms, Says New MASB Paper

Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. According to MASB, the Marketing Accountability Standards Board, regular measurement and analysis of the financial value of brands …

“TV’s Brand-Building Power” Wins ARF Best Practitioner Paper

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 (Journal of Advertising Research, Dec. 2020) has received the 2021 ARF Great Mind Award for Best Practitioner Paper. According to reviewer Mike Hess of Hess Consulting, “This extraordinary work has …

NIL for College Athletes – Is there a first mover advantage for sports marketers?

On June 29, 2021, the NCAA suspended amateurism rules related to name, image and likeness. Will there be a first mover advantage for sports marketers ready to serve this new market segment? Tony Pace of MASB asks Michael Zoerb of Opendorse and Ray Katz of Collegiate Sports Management Group and Columbia University for their …

Hear the Voices of Marketing Research

The MASB FINANCE in MARKETING Library has more than 75 informational marketing videos featuring today’s top minds in marketing and marketing research, including David W. Stewart, Tony Pace, Paul Farris, Joanna Seddon, Neil Bendle, Dr. Mansur Khamitov (PhD, MBA), T. Bettina Cornwell, Dr. James Gregory, Michiel van de Watering, Venkatesh (Venky) Shankar, Thomas Dotzel, …

Valuing B2C Service Innovations

The value that both p-service and e-service innovations provide for a firm is outlined by marketing professors Venkatesh Shankar of Mays Business School at Texas A&M University and Thomas Dotzel of the University of Nebraska College of Business. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel! The MASB …