Nicole Hartnett

Dr Nicole Hartnett

Senior Research Fellow

School of Marketing

College of Business and Law

Available For Media Comment.

Nicole is a Research Fellow and Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. 
Nicole’s research interests relate to how advertising works to drive sales and behaviour. Her research has examined advertising creativity and effectiveness measurement, managerial judgement and brand identity.
Her work has been published in refereed academic journals, including the Journal of Advertising, Journal of Advertising Research and European Journal of Marketing. Nicole is also an Editorial Review Board Member for the International Journal of Market Research.
Nicole has worked extensively with many of the Ehrenberg-Bass Institute's sponsors in varied industries (including manufacturers of consumer packaged goods, service providers, retailers, and television networks), translating discoveries from marketing research into relevant, actionable insights for marketers. For a list of the Institute's current sponsors see: https://www.marketingscience.info/clients/
Nicole holds a Bachelor of Management (Marketing), a Master of Business (Research), and PhD in Philosophy (Marketing), all from the University of South Australia.

How creativity drives advertising effectiveness; Exploring methods to predict better performing ads; Testing managerial judgement applied to advertising; Determining how much brands should spend on advertising

Year Citation
2025 Hartnett, N., Bellman, S., Beal, V., Kennedy, R., Charron, C., & Varan, D. (2025). How to accurately measure attention to video advertising. International Journal of Advertising, 44(1), 184-207.
DOI
2025 Brus, R., Hartnett, N., Faulkner, M., & Driesener, C. (2025). Assessing branding strength: comparing marketer judgement and consumer data for brand identity elements. Journal of Brand Management, online, 1-17.
DOI
2023 Williams, J., Hartnett, N., & Trinh, G. (2023). Finding creative drivers of advertising effectiveness with modern data analysis. International Journal of Market Research, 65(4), 423-447.
DOI
2023 Tanusondjaja, A., Michelon, A., Hartnett, N., & Stocchi, L. (2023). Reaching voters on social media: planning political advertising on snapchat. International Journal Of Market Research, 65(5), 566-580.
DOI
2023 Phua, P., Hartnett, N., Beal, V., Trinh, G., & Kennedy, R. (2023). When brands go dark: a replication and extension examining market share of brands that stop advertising for a year or longer. Journal of Advertising Research, 63(2), 172-184.
DOI
2023 Phua, P., Page, B., Trinh, G., Hartnett, N., & Kennedy, R. (2023). Does childhood exposure to a brand improve brand name recognition?. Journal of Advertising Research, 63(4), 370-383.
DOI
2022 Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. European Journal of Marketing, 56(13), 137-166.
DOI
2021 Hartnett, N., Gelzinis, A., Beal, V., Kennedy, R., & Sharp, B. (2021). When brands go dark: examining sales trends when brands stop broad-reach advertising for long periods. Journal of Advertising Research, 61(3), 247-259.
DOI
2020 Phua, P., Kennedy, R., Trinh, G., Page, B., & Hartnett, N. (2020). Examining older consumers' loyalty towards older brands in grocery retailing. Journal of retailing and consumer services, 52(101893), 1-7.
DOI
2020 Hartnett, N., Greenacre, L., Kennedy, R., & Sharp, B. (2020). Extending validity testing of the persuasion principles index. European Journal of Marketing, 54(9), 2245-2255.
DOI
2019 Bellman, S., Nenycz Thiel, M., Kennedy, R., Hartnett, N., & Varan, D. (2019). Best measures of attention to creative tactics in TV advertising: when do attention-getting devices capture of reduce attention?. Journal of advertising research, 59(3), 295-311.
DOI
2018 Kennedy, R., & Hartnett, N. (2018). Marketing is scrambled: all evidence-based theorists are invited to breakfast. Australasian marketing journal, 26(4), 303-306.
DOI
2017 Romaniuk, J., & Hartnett, N. (2017). The relative influence of advertising and word-of-mouth on viewing new season television programmes. European journal of marketing, 51(1), 65-81.
DOI
2017 Dawes, J., Bond, A., & Hartnett, N. (2017). Does double jeopardy apply using average spend per buyer as the loyalty metric?. Australasian marketing journal, 25(4), 261-268.
DOI
2016 Hartnett, N., Kennedy, R., Sharp, B., & Greenacre, L. (2016). Creative that sells: how advertising execution affects sales. Journal of advertising, 45(1), 102-112.
DOI
2016 Hartnett, N., Kennedy, R., Sharp, B., & Greenacre, L. (2016). Marketers' intuitions about the sales effectiveness of advertisements. Journal of marketing behavior, 2(2-3), 177-194.
DOI
2016 Sharp, B., & Hartnett, N. (2016). Generalisability of advertising persuasion principles. European journal of marketing, 50(1-2), 301-305.
DOI
2016 Hartnett, N., Romaniuk, J., & Kennedy, R. (2016). Comparing direct and indirect branding in advertising. Australasian marketing journal, 24(1), 20-28.
DOI
2011 Beal, V., & Hartnett, N. (2011). Loyalty myths...part two. Direct, (May/June 2011), 27.
2011 Beal, V., & Hartnett, N. (2011). Loyalty myths... part one. Direct, (March/April 2011), 23.

Year Citation
2011 Beal, V., Hartnett, N., & Collins, M. (2011). Quantifying Freeview's effect on TV advertising campaign delivery in Australia. In M. MacCarthy (Ed.), Australian and New Zealand Marketing Academy (ANZMAC) Conference: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-7). Australia: Australian and New Zealand Marketing Academy.
2011 Beal, V., Hartnett, N. A., & Collins, M. (2011). Launch of Freeview in Australia: where did the audience come from?. In M. MacCarthy (Ed.), Australian and New Zealand Marketing Academy Conference proceedings: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-8). Australia: Australian and New Zealand Marketing Academy.
2010 Romaniuk, J., Nenycz Thiel, M., Hartnett, N., & Corsi, A. (2010). Developing memory structures for brand identity elements in packaged goods markets. In P. Ballantine, & J. Finsterwalder (Eds.), Australian and New Zealand Marketing Academy Annual Conference, ANZMAC 2010: Doing more with less (pp. 1-8). Australia: Australian and New Zealand Marketing Academy.
2010 Romaniuk, J., & Hartnett, N. (2010). Investigating the relationship between brand execution and advertisement liking in television advertising. In P. Ballantine, & J. Finsterwalder (Eds.), Australian and New Zealand Marketing Academy Annual Conference, ANZMAC 2010: Doing more with less (pp. 1-8). Australia: Australian and New Zealand Marketing Academy.
2008 Hartnett, N., & Romaniuk, J. (2008). Advertising and word-of-mouth: relative and interactive effects on television audience draw. In D. Spangaard, S. Denize, & N. Sharma (Eds.), Australian and New Zealand Marketing Academy Annual Conference ANZMAC 2008: Marketing: shifting the focus from mainstream to offbeat (pp. 1-6). Australia: Australian and New Zealand Marketing Academy.
2008 Hartnett, N. A., & Romaniuk, J. T. (2008). Is brand distinctiveness a separate facet of brand knowledge?. In D. Spangaard, S. Denize, & N. Sharma (Eds.), Australian and New Zealand Marketing Academy Annual Conference ANZMAC 2008: Marketing: shifting the focus from mainstream to offbeat (pp. 1-7). Australia: Australian and New Zealand Marketing Academy.

  • Henkel - MEDIA - Bringing Evidence-based Media to Budget allocations at Henkel Europe, Henkel AG and Co KGaA, 07/12/2023 - 31/03/2024

  • Linkedin - Investigating Category Entry Points for B2B CRM Software, LinkedIn, 20/07/2022 - 31/03/2023

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