Kelly Vaughan is a Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. Kelly holds a Bachelor of Management (Marketing), Bachelor of Management (Honours), a Master of Business (Research), and is currently completing her PhD in Philosophy (Marketing), all from the University of South Australia.
Joining the University in 2013 following ten years working in industry, Kelly has experience in agency account service roles in both Australia and the UK. During this time she delivered projects ranging from global product launches, to local advertising campaigns across many categories including FMCG, financial services, telecommunications, agriculture, retail and media industries.
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About me
Kelly Vaughan is a Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. Kelly holds a Bachelor of Management (Marketing), Bachelor of Management (Honours), a Master of Business (Research), and is currently completing her PhD in Philosophy (Marketing), all from the University of South Australia.
Joining the University in 2013 following ten years working in industry, Kelly has experience in agency account service roles in both Australia and the UK. During this time she delivered projects ranging from global product launches, to local advertising campaigns across many categories including FMCG, financial services, telecommunications, agriculture, retail and media industries.
Kelly’s research focuses on measuring advertising effectiveness and consumer-based brand equity, in particular mental availability. Kelly has used this knowledge to work with the Institute’s clients on brand health trackers and to deliver strategic insights. Her work has also been published in the Journal of Advertising Research.
During her time at the University, Kelly has also contributed to tutoring and course coordination at both the undergraduate and post-graduate levels for a range of subjects including Advertising, Digital Marketing, Marketing Analysis and Professional Development in Marketing.
About me
Doctor of Philosophy University of South Australia
Master of Business University of South Australia
Bachelor of Management (Honours) University of South Australia
Bachelor of Management (Marketing) University of South Australia
Senior Marketing Scientist, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2017-present)
Research Associate, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (2013-2017)
Client Leader, Fusion Digital, Adelaide (2012-2013)
Account Director, Limelight Digital, Brisbane (2010-2012)
Project Manager, EuroRSCG KLP, London (2007-2008)
Junior Project Manager, Joshua G2, London (2006-2007)
Research
Excludes commercial-in-confidence projects.
Linkedin - Investigating Category Entry Points for B2B CRM Software, LinkedIn, 20/07/2022 - 31/03/2023
Research
Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2021 |
Open access
8
7
11
|
| 2016 |
Open access
48
45
|
| Year | Output |
|---|---|
| 2021 |
Open access
8
7
11
|
| 2016 |
Open access
48
45
|
Vaughan, K., Kennedy, .R & Driesener, C. (2018) How is online advertising scheduled across a year? Documenting patterns in online display advertising. EMAC conference (Accepted, but not presented).
Vaughan, K., Beal, V., Corsi, A. M. & Sharp, B. (2015) Measuring Advertising's Effect on Mental Availability: CanNew Metrics Capture the Effect of Advertising Exposure onConsumer Memory? ANZMAC Conference, Sydney.
Vaughan, K., Ward, P. & Beal, V. (2015) How Engaging Is a Brand's Social Media Content?Investigating Engagement and Scheduling on Facebook,Twitter, Instagram and YouTube. ANZMAC Conference, Sydney.
Vaughan, K. & Romaniuk J. (2013) Extending the Empirical Generalisation: The Impact of BrandUsage on Ad Likeability, ANZMAC Conference, Auckland.
External engagement & recognition
| Organisation | Country |
|---|---|
| University of South Australia | AUSTRALIA |
Teaching & student supervision
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| A replication and extension of `measuring advertising¿s effect on mental availability¿ | Completed |
| Are distinctive assets at your service? | Completed |
| Should birds of a feather co-advertise together? | Completed |
