Nicole Hartnett

Dr Nicole Hartnett

Senior Research Fellow

Office of Business and Law

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

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 Scopus8 WoS8
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), 1-17.
DOI Scopus1 WoS1
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 Scopus11 WoS5
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 Scopus12 WoS9
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 Scopus3 WoS6
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 Scopus4 WoS6
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 Scopus25 WoS20
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 Scopus9
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 WoS7
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 Scopus38 WoS27
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 Scopus2 WoS2
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 Scopus43 WoS36
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 Scopus9 WoS6
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 Scopus18 WoS16
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 Scopus12 WoS11
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 Scopus44 WoS41
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 Scopus4 WoS4
2016 Hartnett, N., Romaniuk, J., & Kennedy, R. (2016). Comparing direct and indirect branding in advertising. Australasian marketing journal, 24(1), 20-28.
DOI Scopus26 WoS23
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

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Principal Supervisor Understanding Category User Profiles Master of Research (Marketing) Master Full Time Ms Kirra Bradley-Thomas

Date Role Research Topic Program Degree Type Student Load Student Name
2021 - 2023 Co-Supervisor Understanding the effects of branded paid search advertising: the case of Direct-to-Consumer (DTC) brands Master of Research (Marketing) Master Full Time Mrs Ilmira Beknazarova
2020 - 2023 Principal Supervisor Assessing marketers’ intuitions about the strength of their Distinctive Assets Master of Research (Marketing) Master Full Time Miss Ruby Brus
2020 - 2022 Principal Supervisor Documenting patterns in advertising post-testing measurement Master of Business Master Full Time Miss Emily Gray
2020 - 2024 Co-Supervisor Complex convergence: the interplay of distribution and advertising for brand growth Doctor of Philosophy Doctorate Full Time Mr Aaron Michelon
2019 - 2022 Co-Supervisor Out of sight... What happens to brand share, penetration, and loyalty when advertising stops?  Doctor of Philosophy Doctorate Full Time Miss Peilin Phua
2017 - 2021 Principal Supervisor Do brands that grow advertise differently to those that do not? Doctor of Philosophy Doctorate Full Time Miss Kelly Vaughan
2017 - 2019 Principal Supervisor More than meets the eye. Audio branding tactics and advertising memory Master of Business Master Full Time Miss Allison Bond
2016 - 2017 Co-Supervisor What matters in media? An investigation of media decision makers' perceptions of value Master of Business Master Full Time Miss Pippi Redden
2016 - 2018 Co-Supervisor How does childhood brand exposure influence buying behaviour and brand recognition in adulthood? Master of Business Master Full Time Miss Peilin Phua
2016 - 2017 Co-Supervisor What happens when brands stop advertising? Documenting long-term sales trends Master of Business Master Full Time Mr Adam Gelzinis

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