Nicole is a Research Fellow and Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.
Nicole’s research interests relate to how advertising works to drive sales and behaviour. Her research has examined advertising creativity and effectiveness measurement, managerial judgement and brand identity.
Her work has been published in refereed academic journals, including the Journal of Advertising, Journal of Advertising Research and European Journal of Marketing. Nicole is also an Editorial Review Board Member for the International Journal of Market Research.
Nicole has worked extensively with many of the Ehrenberg-Bass Institute's sponsors in... Read more
About me
Nicole is a Research Fellow and Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.
Nicole’s research interests relate to how advertising works to drive sales and behaviour. Her research has examined advertising creativity and effectiveness measurement, managerial judgement and brand identity.
Her work has been published in refereed academic journals, including the Journal of Advertising, Journal of Advertising Research and European Journal of Marketing. Nicole is also an Editorial Review Board Member for the International Journal of Market Research.
Nicole has worked extensively with many of the Ehrenberg-Bass Institute's sponsors in varied industries (including manufacturers of consumer packaged goods, service providers, retailers, and television networks), translating discoveries from marketing research into relevant, actionable insights for marketers. For a list of the Institute's current sponsors see: https://www.marketingscience.info/clients/
Nicole holds a Bachelor of Management (Marketing), a Master of Business (Research), and PhD in Philosophy (Marketing), all from the University of South Australia.
About me
| Date | Title |
|---|---|
| 20/11/2019 |
WARC Media Awards: Best Use of Data Shortlist, https://www.warc.com/newsandopinion/news/warc-media-awards-best-use-of-data-shortlist/42934 |
| 10/07/2019 |
WARC Media Awards: Data Judges Announced, https://www-warc-com.access.library.unisa.edu.au/newsandopinion/news/warc-media-awards-data-judges-announced/42326 |
| 06/10/2016 |
International Scientist Unpacks Real Reason for Advertising, https://www.bizcommunity.com/Article/196/423/151884.html |
About me
Doctor of Philosophy (Marketing) University of South Australia
Master of Business University of South Australia
Bachelor of Management (Marketing) University of South Australia
Research Fellow, University of South Australia Business School (2016-present)
Senior Marketing Scientist, Ehrenberg-Bass Institute for Marketing Science (2010-present)
Research Associate, Ehrenberg-Bass Institute for Marketing Science (2008-2010)
Research Assistant, Ehrenberg-Bass Institute for Marketing Science (2005-2007)
How creativity drives advertising effectiveness; Exploring methods to predict better performing ads; Testing managerial judgement applied to advertising; Determining how much brands should spend on advertising
Research
Excludes commercial-in-confidence projects.
Henkel - MEDIA - Bringing Evidence-based Media to Budget allocations at Henkel Europe, Henkel AG and Co KGaA, 07/12/2023 - 31/03/2024
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 |
|---|---|
| 2017 |
|
| 2013 |
|
| 2013 |
|
| Year | Output |
|---|---|
| 2023 |
Open access
2
|
| 2023 |
2
2
|
| 2023 |
Open access
3
2
2
|
| 2023 |
Open access
6
4
72
|
| 2022 |
Open access
11
8
|
| 2021 |
Open access
7
5
|
| 2020 |
Open access
2
2
2
|
| 2020 |
Open access
26
18
1
|
| 2019 |
Open access
28
24
|
| 2018 |
Open access
9
4
6
|
| 2017 |
9
6
1
|
| 2017 |
16
13
|
| 2016 |
Open access
36
35
22
|
| 2016 |
Open access
4
|
| 2016 |
Open access
20
7
7
|
| 2016 |
Open access
4
4
|
| Year | Output |
|---|---|
| 2011 |
Open access
|
| 2011 |
Open access
|
| 2010 |
Open access
|
| 2010 |
Open access
|
| 2008 |
Open access
|
| 2008 |
Open access
|
| Year | Output |
|---|---|
| 2021 |
|
| 2018 |
|
| 2018 |
|
| 2018 |
|
| 2010 |
|
Research
How creativity drives advertising effectiveness; Exploring methods to predict better performing ads; Testing managerial judgement applied to advertising; Determining how much brands should spend on advertising
WARC Media Awards Judge for the 'Best Use of Data' category (2019)
External engagement & recognition
| Organisation | Country |
|---|---|
| Endeavour Group | AUSTRALIA |
| MediaScience | UNITED STATES |
| Monash University | AUSTRALIA |
| Murdoch University | AUSTRALIA |
| University of Otago | NEW ZEALAND |
| University of South Australia | AUSTRALIA |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
Editorial Review Board MemberJournal of Advertising Research |
2021 |
Editorial Review BoardInternational Journal of Market Research |
2020 |
Editorial Review BoardInternational Journal of Market Research |
2019 |
Key Note SpeakerCMO Summit |
2019 |
South Australian Committee MemberAustralian Marketing Institute |
2019 |
South Australian Committee MemberAustralian Marketing Institute |
2018 |
WARC Media Awards Judge for the 'Best Use of Data' category (2019)
Australian Marketing Institute South Australian Committee Member (2018-2019)
Marketing Week Committee Member (2010-2012); an Australian Marketing Institute conference
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| Assessing marketers¿ intuitions about the strength of their Distinctive Assets | Completed |
| Comparing advertising avoidance across television viewing devices | Completed |
| Complex convergence: the interplay of distribution and advertising for brand growth | Completed |
| Do brands that grow advertise differently to those that do not? | Completed |
| Documenting patterns in advertising post-testing measurement | Completed |
| How does childhood brand exposure influence buying behaviour and brand recognition in adulthood? | Completed |
| More than meets the eye. Audio branding tactics and advertising memory | Completed |
| Out of sight... What happens to brand share, penetration, and loyalty when advertising stops? | Completed |
| Understanding the effects of branded paid search advertising: the case of Direct-to-Consumer (DTC) brands | Completed |
| What happens when brands stop advertising? Documenting long-term sales trends | Completed |
| What matters in media? An investigation of media decision makers' perceptions of value | Completed |
