Rachel Kennedy's Publications

REFEREED JOURNAL ARTICLES

Hammer, P., Riebe, E. & Kennedy, R. (2009) ‘How clutter affects advertising effectiveness’, Journal of Advertising Research, Vol 49 (2), pp.159-163

Taylor, J., Kennedy, R. & Sharp, B. (2009) ‘Is Once Really Enough? Making Generalisations about the Advertising’s convex Sales Response curve’, Journal of Advertising Research, Vol 49 (2), pp. 198-200

Newstead, K., Taylor, J., Kennedy, R. & Sharp, B. (2009) ‘The Total Long-Term Sales effects of Advertising: Lessons from single Source’, Journal of Advertising Research, Vol 49 (2), pp. 207-210

Faulkner, M. & Kennedy, R. (2008) ‘A new tool for pre-testing direct mail’, International Journal of Market Research, Vol. 50 (4)
Kennedy, R. (2005) Portrait of a Rival: Rival Brands are usually bought by the same types of Consumers, The Marketer (London), Issue 12, pp 11-13

Ehrenberg, Andrew, Neil Barnard, Rachel Kennedy and Helen Bloom (2002) Brand Advertising as Creative Publicity, Journal of Advertising Research, July - August, p.7-18. \

Kennedy, Rachel and Andrew Ehrenberg, (2001) Competing retailers generally have the same sorts of shoppers, Journal of Marketing Communications, Vol.7, p.1-8.

Kennedy, Rachel and Andrew Ehrenberg (2001) There is no Brand Segmentation, Marketing Insights, Marketing Research Spring Edition, American Marketing Association p 4-7.

Kennedy, Rachel; Sharp, Byron; Rungie, Cam (2000) How ad liking (LA) relates to branding & the implications for advertising testing, Australian Journal of Marketing Research (July) p 9-19.

Riquier, Chris, Rachel Kennedy and Byron Sharp (1998) Behaviours versus Demographics as Identifiers of CHAID Splits: Implications for Segment Formation, Journal of Segmentation in Marketing, Vol.2, 1, p.111-129. download

Kennedy, Rachel, Chris Riquier and Byron Sharp, (1996) Practical Applications of Correspondence Analysis to Categorical Data in Market Research, Journal of Targeting, Measurement & Analysis for Marketing, Vol.5 No.1, p.56-70.

REFEREED CONFERENCE PAPERS

Kennedy, R., Driesener, C., Goodhardt, G., McDonald, C. & Wood, L. (2008) ‘Using established frameworks to investigate how advertising works’, for the Key Issues Forum of Audience Measurement Symposium, (June 24-25), New York City

Kennedy, R., Driesener, C., Goodhardt, G., McDonald, C. & Wood, L. (2008) ‘How advertising effects Loyalty in special session Innovations in ROI analytics and metrics using Project Apollo Single Source data’, Worldwide Multi Media Measurement (wm3), (1-4 June), Budapest

Kennedy, R., McDonald, C. &Sharp, B. (2007) ‘The Changing Face of Advertising Research’, AMSRS Conference

McDonald, C. & Kennedy, R. (2004) ‘How To Measure Ordinary Marketing’, Admap. (May)
Hammer, P., Riebe, E & Kennedy, R. (2007) ‘Exploring the impact of advertising clutter in television’, Proceedings of the 36th European Marketing Academy Conference, (22 May) Reykjavik, Iceland
Nick Danenberg, Rachel Kennedy and Byron Sharp (2006) Some practical & theoretical difficulties of target marketing, 35th EMAC conference (Athens, 23-26 May, 2006).

Rachel Kennedy, Jeremy Tustin, and Janet Hoek, (2005) Smoking Behaviour and Perceptions of Cigarette Descriptors, Australian and New Zealand Marketing Academy Conference, Fremantle Australia, 5-7 December Corporate Responsibility Track, p48-54. (Best Paper for Track) ISBN 0 646 45546 X, Editor Sharon Purchase, Electronic proceedings.

Margaret Faulkner and Rachel Kennedy (2005) A Predictive Test Of Pre-Testing Fundraising DM Materials, Australian and New Zealand Marketing Academy Conference, Fremantle Australia, 5-7 December, Advertising/Marketing Communications Issues Track p39-45, ISBN 0 646 45546 X, Editor Sharon Purchase, Electronic proceedings.

Faulkner, Margaret, Rachel Kennedy and Jenni Romaniuk (2004) An Investigation of the Structure of Charity Markets, Australian and New Zealand Marketing Academy Conference, Victoria University, Wellington, New Zealand, 29 November - 1 December 2004, Electronic proceedings.

Faulkner, Margaret and Rachel Kennedy (2003) A test of COMMAP for pre-testing Direct Mail (DM) pieces in Fundraising Australian and New Zealand Marketing Academy Conference, University of South Australia, Adelaide, Australia, 1-3 December, Electronic proceedings.

Faulkner, Margaret and Rachel Kennedy Identifying effective Direct Mail appeals in Fundraising, Australian and New Zealand Marketing Academy Conference, Deakin University, Melbourne, Australia, 2-4 December. Electronic proceedings. (2002).

Faulkner, Margaret and Rachel Kennedy Improving Response Rates in Direct Mail for Fundraisers, Australian and New Zealand Marketing Academy Conference, Deakin University, Melbourne, Australia, 2-4 December. Electronic proceedings. (2002)

Kennedy, Rachel and Jaywant Singh A Case for Replication: Fitting Product Variants Data to the Dirichlet Model ACR Asia Pacific conference, May 16-18 Beijing, China (2002).

Kennedy, Rachel Our knowledge improves if we really test it: A case example in testing an advertising theory. 22nd South African Marketing Research Association convention 28-30 March p1-18, Durban, (2001). Invited International Speaker.

Kennedy, Rachel Why advertise Guinness in Dublin? e-TV Media Conference Pinda, Northern Natal, South Africa 18-20 March (2001). Invited International Speaker.

Kennedy, Rachel and Byron Sharp "Attitude" is not necessary: a look at ad likeability without it. EMAC Bergen Norway 8-11 May (2001). Electronic proceedings.

Kennedy, Rachel and Amelia Giannopoulos Not only can we learn from the past, but we must - A Case for Replication MRSA conference proceedings, 23-26 September, Brisbane (2001).

Kennedy, Rachel, Andrew Ehrenberg and Stephen Long Competitive Brands’ User-Profiles Hardly Differ, The Market Research Society Conference, Brighton, UK March 17, (2000).

Kennedy, Rachel and Amelia Giannopoulos The Forms that www Ads Take, Aust and NZ Marketing Academy Conference, Nov 29 – Dec 1, Gold Coast, Australia (2000).

Ehrenberg, Andrew, Pam Mills and Rachel Kennedy The Forms that Ads Take – A snapshot of UK magazine ads as seen by the general public, European Marketing Academy Conference, Rotterdam, Netherlands (2000).

Mills, Pam, Rachel Kennedy, Andrew Ehrenberg and Tony Schlaeppi The Forms that TV Ads Take ESOMAR/ARF TV Audience Measurement Conference, Florida, USA (2000).

Kennedy, Rachel and Andrew Ehrenberg The customer profiles of competing brands, European Marketing Academy Conference, Rotterdam, Netherlands (2000).

Kennedy, Rachel and Jenni Romaniuk The effect of ad likeability on behaviour – A non FMCG example, The 3rd International Research Seminar on Marketing Communications & Consumer Behaviour, La Monde les Maures France (1999).

Kennedy, Rachel; Cam Rungie and Byron Sharp, Does ad liking (LA) improve correct branding? European Marketing Academy Conference, Berlin (1999).

Kennedy, Rachel and Jenni Romaniuk Looking at ad liking … Are you interested? Is it enough just to enjoy? European Marketing Academy Conference, Berlin (1999).

Kennedy, Rachel and Byron Sharp Do People Pay More Attention to Likeable Ads? (A preliminary examination of whether ad likeability works via attitude or attention), Australian and New Zealand Marketing Academy Conference 98, University of Otago, Dunedin, New Zealand, 30 November -2 December (1998).

Kennedy, Rachel, Cam Rungie, and Byron Sharp Looking at Ad Effectiveness: How Ad Liking Relates to Correct Branding, MRSA National Conference 1998, The Market Research Society of Australia, Melbourne, 14-16 October (1998).

Riebe, Erica, Michelle Lowndes, Rachel Kennedy and Jenni Romaniuk Verbal versus Ordinal Scales in the Measurement of Service Quality and Switching Estimates, Australian and New Zealand Marketing Academy Conference, University of Otago, Dunedin, New Zealand, 30 November -2 December (1998).

Chong, Esther, Rachel Kennedy, Chris Riquier and Cam Rungie The Difference Between Satisfaction & Service Quality, 26th European Marketing Academy Conference, University of Warwick, Warwick Business School, U.K., 20-23 May (1997).

Kennedy, Rachel and Byron Sharp A Test of the Intersubjective Certifiability of an Advertising Model, 26th European Marketing Academy Conference, The University of Warwick, Warwick Business School, U.K., 20-23 May (1997).

Kennedy, Rachel and Jenni Romaniuk How Does Ad Likeability Work?, ANZMEC 97, Department of Marketing , Monash University, Melbourne, 1-3 December (1997).

Kennedy, Rachel and Byron Sharp A Comparison of Alternate Measures of the Likeability of Commercials, Southern Marketing - Theory and Applications, proceedings of the Australian Marketing Educators' Conference, Marketing Science Centre, University of South Australia, Adelaide, 7-9 February (1996).

Kennedy, Rachel and Byron Sharp Testing the Intersubjective Certifiability of the Rossiter and Percy Grid of How Advertising Works, ANZMEC, Department of Marketing, University of Auckland, Auckland, N.Z (1996).

Sharp, Byron, David Corkindale, Sandra Luxton and Rachel Kennedy Towards an Integrated Theoretical Framework to Explain How Advertising Works, Southern Marketing - Theory and Applications, proceedings of the Australian Marketing Educators' Conference, Marketing Science Centre, University of South Australia, 7-9 February (1996).

Kennedy, Rachel, Chris Riquier, Byron Sharp and David Corkindale Current Theories of How Advertising Works Reviewed, INFORMS Marketing Science Conference, The Institute of Management Sciences, Sydney, Australia (1995).

Kennedy, Rachel, Chris Riquier, and Byron Sharp The Likeability of Commercials with the Branding Effect Removed - The COMMAP Model Tested, European Marketing Academy Conference (EMAC), Paris, France (1995).

Kennedy, Rachel, Chris Riquier and Byron Sharp Putting Correspondence Analysis to Use with Categorical Data in Market Research, Academy of Marketing Science World Marketing Congress, Melbourne, 6-10 July (1995).

Kennedy, Rachel and Byron Sharp A Post-Hoc Segmentation Profile Based on Wine Consumers Reactions to Risk Reducers, Australian Marketing Conference, Marketing Science Centre, University of South Australia, Adelaide (1994).

Kennedy, Rachel and Byron Sharp The Likeability of Commercials, Australian Marketing Conference, Marketing Science Centre, Adelaide (1994).

Luxton, Sandra, Rachel Kennedy and Byron Sharp Price Promotions are Destroying Valuable Brand Equity: Or are They? Australian Marketing Conference, Marketing Science Centre, Adelaide, South Australia (1994).

NON-REFEREED CONFERENCE PAPERS

McDonald, Colin and Rachel Kennedy What ads do and how to measure it - some basic principles European Advertising Effectiveness Symposium, Frankfurt , 12-13 June (2003).

Kennedy, Rachel Are your ads dysfunctional? Would your ad tracking be able to identify if they were” B&T May (2001).

Ehrenberg, Andrew and Rachel Kennedy Brand User Profiles seldom differ, Research News, USA (2000).

Dawes John and Rachel Kennedy Feedback: Dick Smith's foods , B&T, March 31 (2000).

Kennedy, Rachel Brand user profiles seldom differ , B&T, August 25 (2000).

Kennedy, Rachel and Byron Sharp Brave Techniques , From the Journals, Australian Professional Marketing, p.32-33 July (1994).

Kennedy, Rachel and Byron Sharp Price-cutting: The real costs , From the Journals, Australian Professional Marketing, p.26-28 October (1994).

NON-REFEREED JOURNAL ARTICLES

Kennedy, R., McDonald, C & Sharp, B. (2008) ‘Pure Single-source data and take-off time for Project Apollo’, Admap’, (February), pp. 32-35

Kennedy, R. (2005) ‘What sort of person buys your brand?’, (March), Marketing Magazine

Kennedy, R. (2005) 'Portrait of a Rival', The Marketer, Vol. 12, pp. 11-13