TV Advertising As Effective As Ever, New JAR Article Asserts

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. Stewart, Kelly Johnson, Douglas Crang and Frank Findley, published in the December 2020 issue …

FREE ONLINE COURSE: Value Creation and Marketing Accountability

A 14-part, senior-level marketing course by Loyola Marymount University’s David W. Stewart is available for free from the MASB FINANCE in MARKETING Library on YouTube, along with numerous other videos. Pt  1  Creating and Measuring Value Pt  2  Business Models Pt  3  Cash Flows Pt  4  Marketing Research Pt  5  Forecasting Demand Pt  6 …

New Member Avasta Shares MASB’s Vision of Accountable Marketing

MASB, the Marketing Accountability Standards Board, is pleased to announce that Canadian marketing measurement firm Avasta has become a member. “Avasta shares the MASB vision of advancing accountable marketing practices that drive brand and business growth by linking marketing activities to financial outcomes,” said Founder and CEO Edgar Baum. “We are excited about becoming …

MASB Channel Weekly Feature: Problems Accounting for Marketing

In this week’s feature, Neil Bendle, currently Associate Professor of Marketing at the University of Georgia, outlines the challenges faced when trying to account for marketing activities. Bendle is co-leader of MASB’s FINANCE in MARKETING Education Project. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel!

MASB Welcomes University of Georgia

Neil Bendle, Chair of the MASB Advisory Council, has moved to a new role as an Associate Professor of Marketing at the Terry College of Business, and the University of Georgia is joining the Marketing Accountability Standards Board as an academic member. “MASB is an exciting organization with an important mission to drive marketing …

MASB Channel Weekly Feature: Measuring Engagement Quant AND Qual

In this week’s feature, Gary Vaynerchuk (AKA Gary Vee), Chairman of VaynerX/CEO of VaynerMedia, discusses the importance of both the qualitative and quantitative measurement of engagement with Tony Pace, President/CEO of MASB, during MASB Summer Summit 2020. Additional videos from the summit are on the channel.   Please give it a “thumbs-up” if you like and …