Effectiveness and efficiency of TV’s brand-building power

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 GRP, by MASB’s own Dave Stewart, Frank Findley, Kelly Johnson and Doug Crang. Their …

Sponsorship Accountability Part 7: Social Distancing – A Boon for eSports?

In Part 6 of the Sponsorship Accountability series, we explored the benefits and challenges of adding eSports to a sponsorship portfolio. This article is an extension of that work covering the growing opportunity of eSports amid the COVID-19 pandemic. Recent global events may be the catalyst that accelerates the eSports industry to become a …

Marketing’s Vital Role in Tackling the Covid-19 Pandemic

The Covid-19 pandemic has disrupted almost all aspects of consumers’ lives and created widespread drops in confidence. The efforts of medical personnel, elected officials and government agencies to tackle the threat have taken center stage in media reporting. But marketers also have a vital role to play both during the pandemic and afterwards. Here …

Marketing classes canceled? The FINANCE in MARKETING Library is open!

MASB’s FINANCE in MARKETING Library is available on the YouTube MASB Channel. Critical topics in marketing are presented with a financial and accountable perspective by today’s top minds in marketing measurement and research, including Joanna Seddon, Mike Hanssens, Paul Farris, Kevin Lane Keller, Dan McCarthy and many more. Please subscribe as we are adding …

MASB Winter Summit 2020: Where Marketing Activities Meet Financial Return

MASB Winter Summit 2020 takes place February 26 – 27 at the Union League Club, 38 E 37th St, Manhattan, New York, NY. The Summit runs Wednesday 2 PM to 6 PM followed by a dinner reception, and Thursday 8 AM to 4 PM. The program includes: Brand Value and Customer Franchise Are Material – Tony Pace, MASB President/CEO ANA …

Three Terrific New FINANCE in MARKETING Videos

We started the new year right with three new videos for our rapidly growing FINANCE in MARKETING Library on YouTube. Finance in Sponsorship-Linked Marketing: University of Oregon Marketing Professor T. Bettina Cornwell demonstrates the financial impact of sponsorships on ROI and ROO. Reach vs. Impressions: Liquid Senior Digital Strategist Nikki Kyriakopoulus on the difference …

2019: The Year in Marketing Accountability

Marketing accountability is becoming an international movement and MASB is representing U.S. interests in the development of new global standards while leading the charge to link marketing actions to financial performance. This was a banner year for new marketing accountability resources from the Marketing Accountability Standards Board. Take advantage of them! Monthly usage of …