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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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. …
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 …