Super Bowl Marketing: Then and Now

Tony Pace, MASB President/CEO and former CMO of Subway Restaurants, reflects on the history of marketing the Super Bowl and the opportunities it offers advertisers. “In terms of the size of the audience, the ability to double the audience outside the game itself, and the fact that the attention level is as high as …

2021: The Year in Marketing Accountability

With a focus on sponsorship and digital marketing accountability, 2021 was another productive one for MASB and its project teams, delivering on the goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall economic growth. HONORS Loyola Marymount University Professor of Marketing Emeritus David W. Stewart received the 2021 Margaret …

Diversity Marketing: What’s the Definition?

The Association of National Advertisers chose “diversity” as the ANA 2021 Marketing Word of the Year. What is the definition of diversity marketing? The Common Language Marketing Dictionary project team, led by John Gaski of Notre Dame University, prefers the terms “inclusive marketing” and defines it this way: Inclusive marketing (also called inclusion marketing or diversity marketing) refers …

Fall Summit Revisited

Catch up on the conversations at MASB Fall Summit 2021, Nov. 11 at the Union League Club in Manhattan and via Zoom. CMO Role, Deliverables and Tenure MASB President/CEO Tony Pace discusses the evolving role of Chief Marketing Officer with Stephen Diorio of The Revenue Enablement Institute. Sponsorship Accountability Panel: Name, Image, Likeness and …

Marketing Accountability Means Economic Growth, Says Pace

According to MASB President/CEO Tony Pace, the Marketing Accountability Standards Board is on track in delivering on its goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall economic growth. “If there is good marketing accountability, economic growth on a macro level will be greater,” Pace …

Stewart Awarded for Leadership in Marketing Accountability

Loyola Marymount University Professor of Marketing Emeritus David W. Stewart received the 2021 Margaret H. Blair Award for Marketing Accountability, presented annually by MASB to a marketing executive or academic who has implemented the principles of marketing accountability to 1) drive business growth through continuous improvement in Marketing ROI, and 2) prove the contribution of …

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, …