MASB Fall Summit: CMO Role & Tenure, NIL+I Sponsorship and more!

Compelling Topics: Realtime Marketing, CMO Role & Tenure, NIL+I Sponsorship, and Digital Marketing Accountability Join us at MASB Fall Summit 2021 on Nov. 11, 9 AM – 4 PM at the historic Union League Club in Midtown Manhattan, New York City. Remote attendance through Zoom is also available. Request an invitation from events@themasb.org. PROGRAM Spotlight …

Marketing Dictionary Celebrates 10 Years of Eliminating Ambiguity

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 of agreed-upon marketing terminology as an impediment to communication between functions and across firms, …

TV Advertising Still Crushing It, ARF Best Practitioner Paper Concludes

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 in the past. Four members of MASB, the Marketing Accountability Standards Board, reach this …

2021 Blair Marketing Accountability Award Nominations Open

Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding MASB, the Marketing Accountability Standards Board, and serving as its first President/CEO. Nominations are open through July 31, 2021, for the third annual Margaret H. Blair Award for Marketing Accountability, …

Brands Must Be Valued in Financial Terms, Says New MASB Paper

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 Marketing Accountability Standards Board, regular measurement and analysis of the financial value of brands …

Pace on Brands and the Tokyo Olympics

An AdAge article about the controversial 2021 Olympics is being reprinted by publications around the world and fomenting lots of discussion among marketers. In 5 Things Brands Should Know to Prepare for the Olympics, Ilyse Liffreing reports that despite the uncertainty, 15 global corporations have paid a record $3.3 billion to participate—at least twice …

“TV’s Brand-Building Power” Wins ARF Best Practitioner Paper

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 Practitioner Paper. According to reviewer Mike Hess of Hess Consulting, “This extraordinary work has …

NIL for College Athletes – Is there a first mover advantage for sports marketers?

On June 29, 2021, the NCAA suspended amateurism rules related to name, image and likeness. Will there be a first mover advantage for sports marketers ready to serve this new market segment? Tony Pace of MASB asks Michael Zoerb of Opendorse and Ray Katz of Collegiate Sports Management Group and Columbia University for their …

Hear the Voices of Marketing Research

The MASB FINANCE in MARKETING Library has more than 75 informational marketing videos featuring today’s top minds in marketing and marketing research, including David W. Stewart, Tony Pace, Paul Farris, Joanna Seddon, Neil Bendle, Dr. Mansur Khamitov (PhD, MBA), T. Bettina Cornwell, Dr. James Gregory, Michiel van de Watering, Venkatesh (Venky) Shankar, Thomas Dotzel, …

Valuing B2C Service Innovations

The value that both p-service and e-service innovations provide for a firm is outlined by marketing professors Venkatesh Shankar of Mays Business School at Texas A&M University and Thomas Dotzel of the University of Nebraska College of Business. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel! The MASB …