MASB, the Marketing Accountability Standards Board, is offering its recently published The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms at a discounted academic use rate: $495 for 1,000 students. There is no duration limit so this …
Tony Pace, MASB President/CEO and former CMO of Subway Restaurants, reflects on the history of marketing the Super Bowl and the opportunities it offers advertisers. “In terms of the size of the audience, the ability to double the audience outside …
With a focus on sponsorship and digital marketing accountability, 2021 was another productive one for MASB and its project teams, delivering on the goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall …
The Association of National Advertisers chose “diversity” as the ANA 2021 Marketing Word of the Year. What is the definition of diversity marketing? The Common Language Marketing Dictionary project team, led by John Gaski of Notre Dame University, prefers the …
According to MASB President/CEO Tony Pace, the Marketing Accountability Standards Board is on track in delivering on its goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall economic growth. “If there …
Loyola Marymount University Professor of Marketing Emeritus David W. Stewart received the 2021 Margaret H. Blair Award for Marketing Accountability, presented annually by MASB to a marketing executive or academic who has implemented the principles of marketing accountability to 1) drive …
MASB’s online Common Language Marketing Dictionary is marking its 10-year anniversary. The free educational resource is independent, objective, regularly updated by marketing authorities and welcomes input from the marketing community. In 2009, members of the recently formed MASB identified a lack …
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 …
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 …
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 …
