Virginia Beal

Teaching Strengths

Advertising, Media Strategy, Brand Management

Dr Virginia Beal

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.

Dr Virginia Beal is a Lecturer at the University of South Australia Business School’s School of Marketing, and Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science, where she leads research into advertising, media effectiveness and brand management.
Dr Beal holds a Bachelor of Arts (BA), a Bachelor of Management (BMgmt), a Master of Business (MBus) by Research and a PhD in Marketing from UniSA. She has graduated from the Australian Graduate School of Management, and is a member of FoodSA and Business SA, South Australia’s peak bodies for the food industry and business. Dr Beal’s career in marketing and research has spanned the last 15 years. She has worked for organisations in Australia and the UK such as Network Ten, the BBC, News International and TIME Magazine, and conducted commercial research for clients such as Unilever, SC Johnson (USA), CNBC Europe, Kraft (USA), Pepsico, RSPCA, Cerebos, Red Rooster, Britvic (UK) Brand SA and Turner Broadcasting (USA).
Dr Beal has published articles in academic refereed journals and the popular press, and has presented her research at conferences across Europe and the US. She sits on the Editorial Board of the Journal of Advertising Research.
Dr Beal specialises in marketing strategy, business development and advertising effectiveness. She lectures at both undergraduate and postgraduate levels and is an active supervisor of honours, masters and PhD candidates.

Media Effectiveness, Advertising, Branding / Brand Management, Luxury Sector Marketing

Year Citation
2025 Ward, E., Trinh, G., Beal, V., Dawes, J., & Romaniuk, J. (2025). Standing out while fitting in: an objective measure of visual branding cohesion across a product portfolio. International Journal Of Market Research, 67(1), 53-76.
DOI Scopus1 WoS2
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 Scopus6 WoS7
2025 Ward, E., Beal, V., Dawes, J., Trinh, G., & Romaniuk, J. (2025). Keeping it in the family: measures and drivers of portfolio brand cohesion. Journal Of Brand Management, online(2), 1-14.
DOI
2024 Ward, E., Romaniuk, J., Trinh, G., Dawes, J., & Beal, V. (2024). How to signal product variety on pack: an investigation of color and image cues. International Journal of Market Research, 66(1), 46-72.
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 Scopus2 WoS5
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 Scopus8
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 Bellman, S., Beal, V., Wooley, B., & Varan, D. (2020). Viewing time as a cross-media metric: comparing viewing time for video advertising on television and online. Journal of Business Research, 120, 103-113.
DOI Scopus12 WoS14
2020 Barwise, P., Bellman, S., & Beal, V. (2020). Why do people watch so much television and video? Implications for the future of viewing and advertising. Journal of Advertising Research, 59(3), 1-21.
DOI Scopus12 WoS10
2020 Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity: measuring the relative ownership potential of brand identity element types. Journal of Brand Management, 27(4), 393-407.
DOI Scopus58 WoS40
2020 Vaughan, K., Corsi, A. M., Beal, V., & Sharp, B. (2020). Measuring advertising's effect on mental availability. INTERNATIONAL JOURNAL OF MARKET RESEARCH, 63(5), 17 pages.
DOI Scopus11 WoS10
2018 Beal, V., Romaniuk, J., & Sharp, B. (2018). Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data. International journal of advertising, 37(3), 463-481.
DOI Scopus2 WoS2
2016 Vaughan, K., Beal, V., & Romaniuk, J. (2016). Can brand users really remember advertising more than nonusers? Testing an empirical generalization across six advertising awareness measures. Journal of advertising research, 56(3), 311-320.
DOI Scopus48 WoS45
2016 Jardine, B., Romaniuk, J., Dawes, J. G., & Beal, V. (2016). Retaining the primetime television audience. European journal of marketing, 50(7-8), 1290-1307.
DOI Scopus17 WoS15
2016 Danenberg, N., Kennedy, R., Beal, V., & Sharp, B. (2016). Advertising budgeting: a reinvestigation of the evidence on brand size and spend. Journal of advertising, 45(1), 139-146.
DOI Scopus20 WoS14
2013 Romaniuk, J., Beal, V., & Uncles, M. (2013). Achieving reach in a multi-media environment how a marketer's first step provides the direction for the second. Journal of advertising research, 53(2), 221-230.
DOI Scopus30 WoS20
2012 Nenycz Thiel, M., Beal, V., Ludwichowska, G., & Romaniuk, J. (2012). Investigating the accuracy of self-reports of brand usage behavior. Journal of business research, 66(2), 224-232.
DOI Scopus32 WoS33
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.
2010 Beal, V. N., & Williams, S. E. (2010). Tag, you're it. Direct Magazine, March, 30.
2009 Sharp, B. M., Beal, V. N., & Collins, M. (2009). Television: back to the future. Journal of advertising research, 49(2), 211-219.
DOI Scopus47 WoS39

Year Citation
2016 Beal, V., Romaniuk, J., & Patrick, S. (2016). Reaching luxury brand buyers and driving desire: are advertising and word-of-mouth partners or substitutes?. In A. Woodside, & N. Donthu (Eds.), Proceedings of the Monaco symposium on luxury: Emerging challengers in luxury marketing (pp. 1-25). Monaco: INSEEC Group.
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., Tanusondjaja, A., & Nenycz Thiel, M. (2011). Behavioural measures: can they predict television program growth and decline?. In M. MacCarthy (Ed.), 2011 Australian and New Zealand Marketing Academy (ANZMAC) Conference proceedings: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-8). Perth, WA: ANZMAC.
2011 Beal, V., Tanusondjaja, A., & Bogomolova, S. (2011). PVRs: Jekyll or Hyde? Examining penetration, usage and effects on advertising in the Australian market. In M. MacCarthy (Ed.), 2011 Australian and New Zealand Marketing Academy (ANZMAC) Conference: Marketing in the age of consumerism: Jekyll or Hyde? Proceedings (pp. 1-10). Perth, WA: ANZMAC.
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 Beal, V., & Sharp, B. (2010). How do networks schedule program promotions?. In P. Ballantine, & J. Finsterwalder (Eds.), Australian and New Zealand Marketing Academy Conference proceedings: Doing more with less (pp. 1-7). New Zealand: ANZMAC.
2009 Tran, K., Pocock, A., & Beal, V. (2009). We have a simulcast but why is the remote not stuck?. In D. Tojib (Ed.), Australian and New Zealand Marketing Academy Conference proceedings: Sustainable management and marketing (pp. 1-7). Australia: ANZMAC.
2009 Beal, V. N., & Romaniuk, J. T. (2009). The effect of program promotions on viewing 90210 - a pilot study. In T. Tojib, & D. Dewi (Eds.), ANZMAC 2009 conference proceedings : sustainable management and marketing. Melbourne, Australia: Australian & New Zealand Marketing Academy (ANZMAC).
2008 Riebe, E. L., Driesener, C. B., & Beal, V. N. (2008). The effect of recency of ad exposure on purchasing across categories and media. In F. Fellows, & D. Deborah (Eds.), ESOMAR world research conference: worldwide multi media measurement 2008. Amsterdam, Netherlands: ESOMAR.
2002 Sharp, B. M., Beal, V. N., & Romaniuk, J. T. (2002). Quantifying an empirical generalisation: Usage and advertising recall in the International Travel Market. In ANZMAC 2002 Conference Proceedings. Melbourne, Australia: Deakin University and the Australian and New Zealand Marketing Academy.
2002 Beal, V. N. (2002). how has UK television viewing behaviour changed since the 1980's? Insights for the Australian Market. In R. Shaw, S. Adam, & H. McDonald (Eds.), ANZMAC 2002 Conference Proceedings. Melbourne, Australia: CD.
2001 Sharp, B. M., Beal, V. N., & Romaniuk, J. T. (2001). First steps towards quantifying an empirical generalisation: brand usage and subsequent advertising recall. In Bridging Marketing Theory and Practice. http://130.195.95.71:8081/WWW/ANZMAC2001/home.htm: Massey University.

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Principal Supervisor Ehrenberg Bass Institute Research Degree -2025 Doctor of Philosophy Doctorate Full Time Miss Victoria Tait
2025 Principal Supervisor Brand growth - attitudes, behaviour, or both? Master of Research (Marketing) Master Full Time Mr Jordan Blaine White
2025 Co-Supervisor 729 - Ehrenberg Bass Institute Research Degree - 2025 Doctor of Philosophy Doctorate Full Time Mr Chandler Meakins
2024 Principal Supervisor The Effectiveness of Targeted Advertising on Social Media Master of Research (Marketing) Master Full Time Miss Tahlia Seymour

Connect With Me

External Profiles

Other Links