Invest in Brand Preference Now to Handle Coming Inflation, Says Pace

“This is a great time to be a marketer,” says Tony Pace, President/CEO of MASB, the Marketing Accountability Standards Board, “because brand preference is on sale.” In a recent interview on the Wharton School podcast Markets in Motion, co-hosted by David Reibstein and Raghu Iyengar, Pace was asked for his perspective on how the …

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 …