Ehrenberg-Bass Institute
Kate Newstead
Kate Newstead
Senior Research Associate BMgmt (Mktg) BBusiness Hons
Kate’s key research interests are advertising effectiveness and media strategy.
Kate manages the Ehrenberg-Bass Institute’s Media Plan Evaluation project, an initiative to develop best practice guidelines for reach-based media scheduling. Kate presented the preliminary findings of this research at the 2009 ESOMAR WM3 World Cross Media Measurement Conference in Stockholm.
Kate’s work at the Institute has included researching the effects of ad length on effectiveness metrics and investigating the relationship between engagement with programming content and advertising avoidance behaviour.
She regularly presents advertising, media and consumer behaviour research to the Institute’s global corporate sponsor base.
Kate has worked on a variety of private and government contract research projects and has considerable experience in both qualitative and quantitative research design. Her fieldwork experience includes investigating information sources buyers consult before purchase, reasons for consideration and rejection, decision hierarchies, customer satisfaction and analysis of brand and advertising awareness.
To view her publication list, click here.
Kate’s key research interests are advertising effectiveness and media strategy.
Kate manages the Ehrenberg-Bass Institute’s Media Plan Evaluation project, an initiative to develop best practice guidelines for reach-based media scheduling. Kate presented the preliminary findings of this research at the 2009 ESOMAR WM3 World Cross Media Measurement Conference in Stockholm.
Kate’s work at the Institute has included researching the effects of ad length on effectiveness metrics and investigating the relationship between engagement with programming content and advertising avoidance behaviour.
She regularly presents advertising, media and consumer behaviour research to the Institute’s global corporate sponsor base.
Kate has worked on a variety of private and government contract research projects and has considerable experience in both qualitative and quantitative research design. Her fieldwork experience includes investigating information sources buyers consult before purchase, reasons for consideration and rejection, decision hierarchies, customer satisfaction and analysis of brand and advertising awareness.
To view her publication list, click here.
