Farris Recognized as Trailblazer for Developing Marketing Dictionary

Dr. Paul Farris, Landmark Communications Professor of Business Administration–Emeritus at the University of Virginia, Darden School of Business, has been presented the Joseph Plummer MASB Trailblazer Award by the Marketing Accountability Standards Board during its recent online summer summit. The award recognizes individuals who embody the spirit of marketing accountability and have been instrumental …

Sponsorship Accountability Pt 9: Name, Image, Likeness AND Influence

What Brand Owners Need to Know About Sponsoring Student-Athletes In Part 9, we review the emerging opportunity brought about by student-athlete “rights to publicity” decisions. 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 …

Marketing’s Vital Role: The Video

MASB Executive Director Frank Findley‘s well-reasoned article, Marketing’s Vital Role in Tackling the Covid-19 Pandemic, has been produced as a short video on the MASB Channel. It outlines five essential areas of action marketers can take to support consumers during this anxious time and foster an economic recovery afterwards.

Nominations Open for Blair Marketing Accountability Award

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, …

MASB Summer Summit Going Remote

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 …

Effectiveness and efficiency of TV’s brand-building power

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 …

Sponsorship Accountability Part 7: Social Distancing – A Boon for eSports?

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 …