Professor Rachel Kennedy

Associate Director (Special Projects)

As a founding researcher of the Institute, Rachel has been involved in many varied market research projects as well as training large organisations all over the world in what the marketing science can teach us, and what it means for marketing practice.

Rachel has steered advertising research at the Institute for many years. Rachel uses empirical knowledge about buyer behavior to better understand advertising, and other marketing interventions. Her research interests include improving advertising budgeting, single source measurement and validating tools like copy-testing and virtual reality.

Academic Publications

Danenberg, Nicholas, Virginia Beal, Rachel Kennedy and Byron Sharp, (2015) “Advertising budgeting: a re-investigation of the evidence on brand size and spend”, Journal of Advertising, Forthcoming in special issue on Re-Inquiries in Advertising Research.

Hartnett, Nicole, Rachel Kennedy, Byron Sharp and Luke Greenacre, (2015) “Copy That Sells: How Might Creative Execution Affect Sales”, Journal of Advertising, Forthcoming in special issue on Re-Inquiries in Advertising Research.

Kennedy, Rachel, Nenycz-Thiel, Magda, Scriven John (2015) “Response to comments (by Chuck Chakrapani) on ‘When “significant” is not significant’ International Journal of Market Research Vol. 57 No. 3, pp. 339–342

Kennedy, Rachel, Nenycz-Thiel, Magda, Scriven John (2014) When “significant” is not significant, International Journal of Market Research. DOI: 10.2501/IJMR-2014-000 (Impact Factor 0.63)

Taylor, Jennifer, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine el Ouarzazi, and Nassim Haadad, Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising (2013), Journal of Advertising Research, Vol. 53, No 2. 2013 pp 200-211. (Imp Factor 1.4)

Kennedy, R and Bruce McColl Brand Growth at Mars, Inc.
How the Global Marketer Embraced Ehrenberg’s Science with Creativity (2012) June, Journal of Advertising Research. (Impact Factor 1.4)

Uncles, Mark, Kennedy, Rachel, Nenycz-Thiel, Magda, Singh Jaywant and Kwok Simon, In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ: Affirming Andrew Ehrenberg’s Principles, (2012) June, Journal of Advertising Research. (Cited by 6, Google Scholar Impact Factor 1.4)

Hammer, P., Riebe, E. & Kennedy, R. (2009) ‘How clutter affects advertising effectiveness’, Journal of Advertising Research, Vol 49 (2), pp.159-163 doi:10.2501/S0021849909090217. (Cited by 19, Google Scholar, Impact Factor 1.4)

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 (Cited by 9, Google Scholar, Impact Factor 1.4).

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 (Cited by 10, Google Scholar, Impact Factor 1.4).

Faulkner, M. & Kennedy, R. (2008) ‘A new tool for pre-testing direct mail’, International Journal of Market Research, Vol. 50 (4) (Cited by 12, Google Scholar; Impact Factor 0.63)

Ehrenberg, A., Barnard, N., Kennedy, R. & Bloom, H. (2002) ‘Brand Advertising as Creative Publicity’, Journal of Advertising Research, (July – August), pp. 7-18 (Cited by 105, Google Scholar; Impact Factor 1.4)*

Kennedy, R. & Ehrenberg, A (2001) ‘Competing retailers generally have the same sorts of shoppers’, Invited paper in a special Retail Edition of the Journal of Marketing Communications, Vol. 7, pp. 1-8 (Cited by 14, Google Scholar)

Kennedy, R. & Ehrenberg, A. (2001) ‘There is no brand segmentation’, Journal of Marketing Research, American Marketing Association, (spring), pp. 4-7 (Cited by 33, Google Scholar)*

Kennedy, R., Sharp, B. & Rungie, C. (2000) ‘How ad liking (LA) relates to branding & the implications for advertising testing’, Australian Journal of Marketing Research, (July) pp. 9-19

Riquier, C., Kennedy, R. & Sharp, B (1998) ‘Behaviours versus Demographics as Identifiers of CHAID Splits: Implications for Segment Formation’, Journal of Segmentation in Marketing, Vol. 2( 1), pp. 111-129

Kennedy, R., Riquier, C & Sharp, B. (1996) ‘Practical Applications of Correspondence Analysis to Categorical Data in Market Research’, Journal of Targeting, Measurement & Analysis for Marketing, Vol. 5 (1), pp. 56-70. (Cited by 16, Google Scholar)

Kennedy, Rachel; Sharp, Byron and Danenberg, Nick “Segmentation and Targeting”, Marketing: Theory, Evidence, Practice by Ehrenberg Bass Institute for Marketing Science ISBN 9780195573558 Chapter 6 2012, Oxford University Press

Kennedy, Rachel and Sharp, Byron “Advertising” Marketing: Theory, Evidence, Practice by Ehrenberg Bass Institute for Marketing Science ISBN 9780195573558 Chapter 10, 2012, Oxford University Press

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