Ehrenberg-Bass Institute
Advertising Group Research Outcomes
In December 2008 the Institute co-hosted the Empirical Generalisations in Advertising Conference with the Wharton Business School. 100 invited advertising thought leaders participated in the conference, which was an important platform for members of the Advertising Research Group to present their research fi ndings. In 2009 Professors Jerry Wind & Byron Sharp will co-edit a special issue of the Journal of Advertising Research based on the conference.
Two other important speaking opportunities for the group were the Audience Measurement Symposium, New York and the Worldwide Multimedia Measurement Conference, Budapest. Group head, Associate Professor Rachel Kennedy co-wrote papers for both of these conferences with Dr Carl Driesener and three of the Institute’s overseas Research Associates.
A new addition to the group in 2008 was Research Associate Haydn Northover. Haydn’s research will mainly focus on the validation of new approaches to ad pre-testing including psychological measures.
Other achievements within the group for 2008 were the publication of two papers co-written by members of the group in the International Journal of Market Research as well as the completion of Dr Nick Danenberg’s PhD. Nick’s research tested the use of the Advertising Intensiveness Law in setting ad spend budgets.
The group also collaborated with the Brand Equity and Media Research Groups on a large commercial research project looking at the impact of commercial creative quality on ratings.
In December 2008 the Institute co-hosted the Empirical Generalisations in Advertising Conference with the Wharton Business School. 100 invited advertising thought leaders participated in the conference, which was an important platform for members of the Advertising Research Group to present their research fi ndings. In 2009 Professors Jerry Wind & Byron Sharp will co-edit a special issue of the Journal of Advertising Research based on the conference.
Two other important speaking opportunities for the group were the Audience Measurement Symposium, New York and the Worldwide Multimedia Measurement Conference, Budapest. Group head, Associate Professor Rachel Kennedy co-wrote papers for both of these conferences with Dr Carl Driesener and three of the Institute’s overseas Research Associates.
A new addition to the group in 2008 was Research Associate Haydn Northover. Haydn’s research will mainly focus on the validation of new approaches to ad pre-testing including psychological measures.
Other achievements within the group for 2008 were the publication of two papers co-written by members of the group in the International Journal of Market Research as well as the completion of Dr Nick Danenberg’s PhD. Nick’s research tested the use of the Advertising Intensiveness Law in setting ad spend budgets.
The group also collaborated with the Brand Equity and Media Research Groups on a large commercial research project looking at the impact of commercial creative quality on ratings.
