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. …
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 …
The new ISO standard for Brand Evaluation is the Golden Ticket for marketers as it offers an integrated reporting process for brand value. MASB represented the U.S. in the development of ISO 20671 under the auspices of the American National …
Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power – From GRPs to PRPs,” at …
According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace metrics tied more closely to costs and revenue. Moffett, a senior analyst for B2C Marketing Professionals at Forrester Research, authored …
Last year, Frank Findley presented Brand Investment & Valuation Project Phase I at the ARF ReThink Conference. On Mar. 8, Frank presented BIV Phase II: Establishing Drivers of Brand Preference/Choice in an ARF webcast. The question being answered is: “What marketing/advertising drivers …
MASB member MSW•ARS Research has launched The Brand Strength Monitor, “a game changing deliverable of an established, trusted, and independently validated measure of brand value.” The Brand Strength Monitor methodology is behavioral but isolates brand strength by holding other factors …
Research Business Report’s 20th Annual Predictions Issue features Marketing Accountability Foundation (MAF) President Meg Blair’s forecast for 2016: “Over the next year, … CFOs and CMOs will use a new brand investment and valuation model to monetize the impact and return of …
The focus of most measures of marketing’s impact on sales is “short term.” Measurement and analyses that consider only short-term impact may put advertising at an unrealistic disadvantage when allocating marketing resources to maximize long-run profitability. In advance of its …
