Dr Nicole Hartnett

Senior Marketing Scientist

Nicole’s main research area is advertising, with particular focus on advertising creativity related to advertising effectiveness.

She has worked extensively with a number of the Institute’s Corporate Sponsors in the areas of advertising design and measurement, buyer behaviour, brand health, and distinctive assets. In addition, she has managed brand health trackers for several companies in the consumer packaged goods industry to deliver strategic insights.

Academic Publications

Romaniuk & Hartnett (2017), “The Relative Influence of Advertising and Word-of-Mouth on Viewing New Season Television Programs,” European Journal of Marketing, 51 (1), pp. 65-81

Hartnett, Kennedy, Sharp, & Greenacre (2016), “Marketers’ Intuitions about the Effectiveness of Advertisements,” Journal of Marketing Behavior, 2 (2/3), pp.177-194

Sharp & Hartnett (2016), “Generalisability of Advertising Persuasion Principles,” European Journal of Marketing, 50 (1/2), pp. 301-305

Hartnett, Romaniuk, & Kennedy (2016), “Comparing Direct and Indirect Branding in Advertising,” Australasian Marketing Journal, 24 (1), pp. 20-28

Hartnett, Kennedy, Sharp, & Greenacre (2016), “Creative That Sells: How Advertising Execution Affects Sales,” Journal of Advertising, 45 (1), pp. 102-112

Kennedy, Sharp, & Hartnett (2013), Advertising. In Sharp, B., Marketing: Theory, Evidence, Practice (pp. 330 to 377). Melbourne, Victoria: Oxford University Press

Nelson-Field, Taylor, & Hartnett (2013), The Pay Off. In Nelson-Field, K. Viral Marketing: The Science of Sharing (pp. 69-78). Melbourne, Victoria: Oxford University Press

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