Category: MASB
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MSW Research, Wins Best Practitioner Paper 2021 by the JAR Editorial Board
Today, the Advertising Research Foundation announced that the 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” has been voted Best Practitioner Paper 2021 by the JAR Editorial Board. Along with co-authors Frank Findley of MASB, David Stewart of…
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Independent Audit Confirms MSW-ARS TouchPoint® Copy Test System’s Powerful Linkage to Financial Performance
Last week the Marketing Accountability Standards Board (MASB) announced that TouchPoint®, MSW-ARS’s advertising copy test solution, has completed the Marketing Metric Audit Protocol (MMAP) – MASB’s formal process for validating the relationship between a marketing measurement and financial performance. TouchPoint uses a behavioral, multi-media experience to collect the criterion CCPersuasion® metric. This unique approach avoids…
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When it comes to extending your brand, gaining awareness is less than half the battle
In previous blogs we have commented on the validity and practicality of applying the MASB Brand Investment and Valuation model. In those articles we focused on the value the brand derives from cash flows from existing offerings. But what about potential future cash flows from planned brand extensions not yet launched – both within existing…
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MASB’s Game Changing Brand Investment and Valuation Project – Part IV
In parts I, II, and III of this blog series we discussed the added benefits and technical details of incorporating brand preference throughout the brand building process. During this time we have received numerous requests for more details with the most common being of the form, “Are brand preferences important for my category?” Typically this…
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MASB’s Game Changing Brand Investment and Valuation Project – Part III
In Part I and Part II of this blog series we discussed the empirical strengths and corporate needs driving brand preference’s adoption. But one aspect that pleasantly surprises those new to the technique is how easy it is to deploy relative to other measures. Most common brand metrics are collected through the use of a closed-ended…
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MASB’s Game Changing Brand Investment and Valuation Project – Part II
In Part I of this blog series we discussed ten technical characteristics of brand preference which made it suitable for adoption into market research tools. But just because something can be done doesn’t mean it should be done. In fact, one of the issues identified early on by Marketing Accountability Standards Board (MASB) was that the…
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MASB’s Game Changing Brand Investment and Valuation Project – Part I
How much is my brand worth in financial terms? How much will my marketing grow its value? Despite their seeming simplicity, these two questions have frustrated brand practitioners for decades. It is well accepted that there is a link between brand building activities and corporate profits. After all, the entire field of marketing is based…
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Is Brand Preference Marketing’s Higgs Boson?
Chances are you have heard of the Higgs Boson, an elusive elementary particle that physicists have spent the last fifty years and billions of dollars to find. Reports of its potential discovery have captured headlines around the globe. If verified, not only will it help cement our mathematical understanding of how the universe works, but…