ORCID Profile
0000-0002-8052-6293
Current Organisation
University of South Australia
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Publisher: SAGE Publications
Date: 05-2016
Abstract: This paper applies the D Duplication Coefficient from the Duplication of Purchase Law as a benchmark to help investigate patterns in simultaneous product category purchases. Shopper transaction data enable a deep analysis of what goes into shoppers' baskets however, robust benchmarks are critical to see patterns in such rich data. We demonstrate the application of D Duplication Coefficient data to 30,000-plus UK and US supermarket transactions. The cross-category benchmarks allow meaningful deviations to be identified, isolating categories that are more or less intensely co-purchased than expected, which can then be used to guide decisions regarding store layout, prioritise in-store activations and plan product category promotions.
Publisher: Springer International Publishing
Date: 2015
Publisher: Informa UK Limited
Date: 2001
Publisher: WARC Limited
Date: 30-09-2020
DOI: 10.2501/JAR-2019-036
Publisher: SAGE Publications
Date: 11-2017
DOI: 10.1016/J.AUSMJ.2017.11.005
Abstract: At the end of the last century, Sharp and Wright (1999) documented the emergence of a school of marketing enquiry labelled as the Empirical Generalisationists. With this special edition on Empirically-Based Marketing Knowledge, we take the opportunity to update that original article, giving an overview on the health of the Empirical Generalisations research tradition. We put forward a call to action for more researchers to take up the challenge to develop scientific laws in marketing, and promote a culture of evidence-based theory and managerial decision making.
Publisher: Elsevier BV
Date: 07-2017
Publisher: Informa UK Limited
Date: 03-2001
Publisher: SAGE Publications
Date: 11-2018
DOI: 10.1016/J.AUSMJ.2018.10.003
Abstract: Shaw and Nowicki (2018) mistakenly suggests that the growing adoption of empirical science by marketing academics and practitioners is a return to an earlier time of treating all customers the same. Fundamental patterns discovered in buying and brand performance data accurately describe differences between buyers (e.g. in category buying rates and in personal brand loyalties), as well as predictable differences in loyalty metrics between rival brands. Theory has been proposed that fits these empirical generalisations that rival brands largely differ and compete in terms of their mental and physical availability to category buyers ( Sharp 2010 ). An implication is that marketers need to understand the differences between buyers in their category so that they can extend their brand's reach. This contrasts the practice of offering a single marketing mix to the whole market, and it is opposite to the practice of targeting a brand to a single homogeneous segment of the market and again offering a single marketing mix to that segment.
Publisher: WARC Limited
Date: 06-2009
Publisher: Elsevier BV
Date: 04-2020
Publisher: Wiley
Date: 23-04-2020
DOI: 10.1002/MAR.21357
Publisher: Springer Science and Business Media LLC
Date: 19-09-2017
Publisher: Elsevier BV
Date: 03-2018
Publisher: WARC Limited
Date: 20-12-2017
DOI: 10.2501/JAR-2016-051
Publisher: Emerald
Date: 06-07-2020
Abstract: This study aims to independently test the predictive validity of the Persuasion Principles Index (PPI) for video advertisements for low-involvement products with a measure of in-market sales effectiveness. This study follows the inaugural test conducted by Armstrong et al. (2016) for print advertisements for high-involvement utilitarian products with a measure of advertising recall. The method was in line with that developed by Armstrong et al. (2016) for rating advertisements and assessing the reliability of ratings. Consensus PPI scores were calculated for a data set of 242 matched pairs of television advertisements. For each pair, the authors determined whether the advertisement that better adhered to the persuasion principles performed better in-market. Consensus PPI scores predicted the more sales effective television advertisement for 55% (confidence interval (CI) = 49%, 61%) of the 242 pairs. This result is no better than chance and much weaker than the result from the initial validation study, which found that the consensus PPI scores predicted the more recalled print advertisement for 74.5% (CI = 66%, 83%) of 96 pairs. This study replicated the application of the PPI as per Armstrong’s guidelines and extended validity testing to a different set of advertising conditions. Findings indicate that better adherence to the persuasion principles produces only a weak, positive effect for predicting the performance of television advertisements for low-involvement products. A research agenda that flows from the results is discussed. The authors suggest that the PPI in its present form is best used to predict advertising performance under conditions as per the inaugural validation test (Armstrong et al. , 2016). Advertisers will require compelling evidence of the PPI’s predictive accuracy to adopt the tool for pre-testing advertising. This study is the first independent test of the predictive validity of the PPI and its generalisability across advertising conditions. Another contribution of this study is the assessment of Armstrong’s advice to remove unreliable ratings. The authors show that this procedure, surprisingly, does not improve the predictive accuracy of the PPI.
Publisher: WARC Limited
Date: 24-01-2019
DOI: 10.2501/JAR-2019-002
Publisher: WARC Limited
Date: 12-05-2023
DOI: 10.2501/JAR-2023-009
Publisher: SAGE Publications
Date: 05-2015
Publisher: Wiley
Date: 04-09-2021
DOI: 10.1002/CB.1985
Abstract: Brands share more of their customers with bigger competitors and fewer with smaller ones. However, there are occasional deviations to this predictable Duplication of Purchase (DoP) pattern. When two or more brands share excess customers because of functional or nonfunctional differences—it is called a partition. While past research using the NBD‐Dirichlet model demonstrates partitions in annual or shorter data, there is no empirical evidence for partition persistency over the longer term, although some other NBD‐Dirichlet deviations are known to persist over time. Examining expected partitions in 10 consumer goods categories in the United Kingdom, the authors show partitions overwhelmingly persist over 3 years. The findings contribute support to Dirichlet theory, especially on market stability, boundary conditions, and provide practical implications for portfolio management.
Publisher: Elsevier BV
Date: 2020
Publisher: Wiley
Date: 17-12-2015
DOI: 10.1002/CB.1566
Publisher: Informa UK Limited
Date: 03-04-1998
Publisher: Wiley
Date: 15-09-2021
DOI: 10.1002/CB.1986
Abstract: Marketers who want to protect their brand's share or grow it need to know who to reach and nudge with advertising. This paper uses continuous household panel data for 55 leading, advertised brands in 12 CPG categories to quantify their target market over different time frames and conditions (market type, brand size and dynamism). Results demonstrate that the customer base (brand penetration) must swell dramatically over time to maintain, let alone grow, market share. For stable brands, penetration typically doubles from its level in one quarter to a year, then again from 1 to 5 years as brands continue to attract lighter buyers who underpin long run sales. Over 5 years, over a third of brand buyers are so light that they buy the brand just once, but such buyers are vital to sales and critical to growth. As well as quantifying the 5‐year target audience for brands across these conditions, we test the predictive accuracy of the NBD‐Dirichlet as a benchmark. The implications for advertising and media strategy are detailed. The long‐term lessons for targeting become clear—unless brands “target the market”, they have adopted a counter growth strategy.
Publisher: Informa UK Limited
Date: 29-09-2016
Publisher: WARC Limited
Date: 06-2012
Publisher: WARC Limited
Date: 2016
DOI: 10.2501/JAR-2016-019
Publisher: WARC Limited
Date: 07-2002
Publisher: Elsevier BV
Date: 07-2017
Publisher: WARC Limited
Date: 06-2009
Publisher: SAGE Publications
Date: 09-2014
Abstract: Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let's not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have. In this paper, we submit that marketing's emphasis on statistical significance is misplaced, especially in the new world of big data. We include case ex les to demonstrate how statistical significance is easy to find, but not necessarily important. We will also discuss the alternative route for generating robust knowledge. Specifically, we espouse the tradition pioneered by Andrew Ehrenberg of Many Sets of Data (MSoD) and descriptive models as the way to advance marketing science, and as a solid foundation for data interpretation in market research studies. We offer insights for market research practitioners and marketers alike, to ensure they are getting the best from their data for robust marketing decision-making.
Publisher: WARC Limited
Date: 23-06-2021
DOI: 10.2501/JAR-2021-009
Publisher: SAGE Publications
Date: 11-2017
Publisher: Informa UK Limited
Date: 18-11-2016
Publisher: Elsevier BV
Date: 12-2022
DOI: 10.1016/J.ECOENV.2022.114217
Abstract: Excessively high concentrations of selenium (Se) in soil are toxic to crop plants, and inoculation with arbuscular mycorrhizal fungi (AMF) can reverse Se stress in maize (Zea mays L.). To investigate the underlying mechanisms, maize seedlings were treated with sodium selenate (5 mg Se[VI] kg
Publisher: WARC Limited
Date: 06-2009
Publisher: SAGE Publications
Date: 02-2016
DOI: 10.1016/J.AUSMJ.2015.12.002
Abstract: Advertising research has largely neglected to evaluate the relative effectiveness of the different forms of branding devices available to advertisers. Branding can be direct, through explicit use of brand names, or indirect, through use of (non-brand name) brand elements, such as logos, spokes-characters and slogans that are connected to the brand in consumers’ memory. Advertisers often downplay brand names in favour of brand elements because the latter are seen as less intrusive and more creative. This experiment in three categories demonstrates that direct branding often produces higher brand recall than indirect branding without compromising advertising likeability. There is, however, a clear picture-superiority effect, whereby picture elements (logos, spokes-characters) consistently elicit higher brand recall than text elements (slogans). The findings highlight that advertisers need not be reluctant to call out the brand name for fear of losing attention due to an unappealing ad, because consumers do not appear to penalise advertising with direct branding, nor do they reward advertising with subtler indirect branding.
Publisher: SAGE Publications
Date: 03-2013
Publisher: SAGE Publications
Date: 05-07-2018
Abstract: The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting. Econometrics cannot be expected to estimate valid and reliable forecasting models unless it is based on extensive experimental data on important variables, across varied conditions. This article canvasses alternative, evidence-based methods that have been shown to be useful for forecasting problems. These methods are described with the hope that they are more widely used for marketing forecasting. The approaches include media and copy experiments, analyses of in idual level single source data, and structured expert judgment.
No related grants have been discovered for Rachel Kennedy.