MASB Winter Summit 2021 Session 1 on Feb. 25 brought together authorities in three areas crucial to marketing accountability: financial valuation of brands, sponsorship marketing post pandemic, and digital marketing accountability. If you weren’t able to attend, check out these …
How can sports marketers take advantage of new NCAA rules on marketing college athlete name, image and likeness? In this week’s MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group delve …
Will new NCAA rules allowing student athletes to monetize their NAME IMAGE and LIKENESS create a marketing advantage for women college athletes? In this week’s MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate …
Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22 academic year? In this week’s MASB Channel feature, former student athlete Blake Lawrence of Opendorse and …
MASB Chair Dave Stewart and former MASB Executive Director Allan Kuse have collected the key works of MASB co-founder and advertising R&D pioneer Margaret (Meg) Henderson Blair in a book published by Cambridge Scholars. Over five decades, Blair conducted research …
Despite the challenges brought by the Covid-19 pandemic, 2020 was a productive one for MASB and its project teams. Besides all of the output detailed below, we successfully pivoted from our traditional biannual summit in-person event to a multi-session Zoom …
Despite the challenging circumstances, 2020 was a productive one for MASB and its project teams. Numerous pioneering articles were published, including an article in the new JAR and a continuation of the momentous, well-received Sponsorship Accountability series on the MASBNEWS …
Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising. So asserts Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review, an article written by MASB members David W. …
This week’s MASB Channel feature uses the Common Language Marketing Dictionary (marketing-dictionary.org) to define the two terms behind the ISO’s global brand standards – and introduces a new replacement term for one of them. Please give it a “thumbs-up” if …
Recognizing contributions to marketing measurement and accountability, the 2020 Margaret H. Blair Award for Marketing Accountability has been presented remotely to brand strategy consultant Joanna Seddon at MASB Summer Summit 2020. Before recently founding new firm Presciant, Seddon was Principal …
