Advertising Research Group
Head: Associate Professor Rachel Kennedy
Advertising often takes up a large portion of the marketing budget. But are advertising dollars always well spent?
The Advertising Research Group investigates what makes great, sales effective advertising and assists clients in predicting and monitoring the success of their campaigns.
Researchers within this group have extensive experience in assessing the impact of advertising and marketing communications on the behaviour of customers and potential customers. They have developed evidencebased research tools to measure ads before, during and after a campaign launch.
The researchers also have world-class expertise in gaining insights from pure single source data (i.e. data that tracks individuals over time in terms of all purchases and advertising exposure).