Ai Media Optimization

Media Strategy Research

Doctoral work examines how organisations decide where and how to advertise. Strategy determines whether advertising investment produces any commercial return.

Media Planning Methods

Research examines structured approaches to distributing advertising across channels. Planning method determines both reach achieved and waste incurred.

Audience Definition Research

Doctoral study examines specifying who advertising is intended to reach. Audience definition shapes every subsequent planning and buying decision.

Segmentation Research

Research examines dividing populations into meaningfully differing groups. Segmentation quality determines whether targeting improves on mass reach.

Reach And Frequency Modelling

Doctoral work examines how many people see advertising and how often. Reach and repetition are the fundamental currency of media planning of planning.

Frequency Capping Research

Research examines limiting how often individuals encounter the same advertising. Excessive repetition wastes investment and irritates the audience.

Share Of Voice Research

Doctoral study examines an advertiser presence relative to competitors. Relative presence predicts market share change more than absolute spending.

Media Mix Modelling

Research examines statistical models relating advertising activity to sales. These models remain the principal tool for whole portfolio evaluation.

Marketing Mix Optimisation

Doctoral work examines finding the most productive distribution of investment. Optimisation depends entirely on the credibility of underlying models.

Budget Allocation Modelling

Research examines dividing available investment between competing activities. Allocation decisions matter more than execution quality within channels.

Cross Channel Allocation

Doctoral study examines distributing activity across differing media channels. Channels interact, so allocation cannot treat them independently.

Saturation Curve Research

Research examines the point at which additional advertising ceases working. Saturation understanding prevents investment beyond the productive range.

Diminishing Return Modelling

Doctoral work examines declining effectiveness as activity intensity increases. Return curves determine the optimal level of investment per channel.

Advertising Carryover Research

Research examines advertising effects persisting after activity has ceased. Persistence means measured immediate effects understate true impact.

Long Term Effect Research

Doctoral study examines advertising effects accumulating over extended periods. Short measurement windows systematically undervalue brand building activity.

Brand Building Research

Research examines advertising intended to build lasting brand associations. Brand effects are slow, substantial and genuinely hard to measure.

Performance Marketing Research

Doctoral work examines advertising optimised toward immediate measurable response. Measurability makes this activity appear more effective than it is.

Brand And Performance Balance

Research examines dividing investment between immediate and long term objectives. Measurement asymmetry systematically biases this balance toward short term activity.

Seasonality Modelling

Doctoral study examines predictable demand variation across the calendar. Seasonal patterns must be separated from genuine advertising effects.

Demand Forecasting Research

Research examines projecting future demand for products and services. Forecast quality determines both planning and evaluation of activity of activity.

Scenario Planning Research

Doctoral work examines exploring outcomes under differing planning assumptions. Scenario work prepares organisations for conditions they did not expect.

Competitive Response Modelling

Research examines how competitors react to advertising activity. Competitive response can entirely offset the effects of increased investment.

Category Effect Research

Doctoral study examines advertising growing a whole category rather than one brand. Category growth benefits competitors alongside the advertiser.

Price Promotion Interaction

Research examines how advertising and promotional activity influence one another. Promotion can undermine the brand effects advertising builds.

Distribution Effect Research

Doctoral work examines how product availability constrains advertising effectiveness. Advertising achieves little where products cannot actually be bought.

Base And Incremental Analysis

Research examines separating sales that would have occurred anyway. Incremental measurement is what distinguishes real effect from coincidence.

Media Planning Under Uncertainty

Doctoral study examines planning when effects are imprecisely known. Uncertainty is substantial and routinely ignored in planning practice entirely.

Portfolio Level Planning

Research examines planning across an entire portfolio of brands. Portfolio effects influence what any individual brand should receive receive.

Multi Brand Allocation

Doctoral work examines dividing investment between brands owned together. Brands within a portfolio can support or cannibalise one another one another.

Geographic Allocation Research

Research examines distributing advertising across differing regions and markets. Geographic variation permits both optimisation and natural experimentation.

Local Media Planning

Doctoral study examines advertising targeted at small geographic areas. Local planning suits businesses serving defined catchment areas areas.

International Media Planning

Research examines advertising planned across differing national markets. Media landscapes and audience behaviour differ enormously between countries.

Channel Selection Research

Doctoral work examines choosing which media channels to use. Channel choice depends on audience, objective and available creative assets available.

Television Planning Research

Research examines broadcast television within contemporary media plans. Television still delivers reach that other channels struggle to match.

Digital Video Planning

Doctoral study examines video advertising delivered through digital channels. Digital video measurement differs fundamentally from broadcast measurement.

Streaming Media Research

Research examines advertising within subscription and streaming video services. Streaming has fragmented audiences across many separate platforms.

Audio And Podcast Planning

Doctoral work examines advertising within audio and spoken content. Audio reaches audiences during activities other media cannot cannot reach at all.

Out Of Home Planning

Research examines advertising encountered in public physical environments. Digital displays have transformed what this channel can do environments.

Print Media Research

Doctoral study examines advertising within printed publications. Print retains distinctive attention characteristics despite declining circulation.

Retail Media Research

Research examines advertising sold by retailers within their own environments. Retail networks have grown rapidly using their purchase data.

Social Platform Planning

Doctoral work examines advertising within social media environments. Platform algorithms mediate everything advertisers can actually control.

Search Channel Planning

Research examines advertising responding to explicit search behaviour. Search captures existing demand rather than creating any new demand at all.

Influencer Media Research

Doctoral study examines advertising delivered through individual content creators. Creator advertising raises distinctive disclosure and measurement problems.

Sponsorship Evaluation Research

Research examines assessing returns from sponsorship investment. Sponsorship effects are notoriously difficult to isolate and measure reliably.

Emerging Channel Research

Doctoral work examines newly available advertising environments and formats. Early channels lack the measurement infrastructure established media has.

Programmatic Buying Research

Research examines automated purchasing of advertising inventory. Automation now mediates the majority of digital advertising transactions transactions.

Real Time Bidding Research

Doctoral study examines auctions conducted as each impression becomes available. These auctions complete within milliseconds at enormous scale.

Auction Theory Applications

Research applies formal auction theory to advertising marketplaces. Theory clarifies incentives operating on buyers and sellers alike and sellers.

Auction Design Research

Doctoral work examines how advertising auctions are structured by platforms. Auction rules determine who wins and what sellers receive actually receive.

Bid Strategy Optimisation

Research examines how much to bid for each available impression. Bidding strategy determines both efficiency and volume achieved and volume achieved overall.

Bid Landscape Modelling

Doctoral study examines predicting how bid levels affect win rates. Landscape models permit bidding without exhaustive experimentation experimentation.

Pacing Algorithm Research

Research examines spreading advertising delivery evenly across a period. Poor pacing exhausts investment before the intended period ends period ends.

Budget Pacing Optimisation

Doctoral work examines optimising delivery timing within a fixed allowance. Timing affects which audiences and moments are actually reached.

Inventory Valuation Research

Research examines determining what advertising placements are genuinely worth. Valuation differs sharply from the prices actually charged actually charged.

Supply Path Research

Doctoral study examines routes through which advertising reaches publishers. Path complexity introduces both inefficiency and opportunities for fraud.

Intermediary Fee Research

Research examines charges taken by parties between advertiser and publisher. A substantial share of investment never reaches any publisher any publisher.

Transparency In Buying

Doctoral work examines disclosure of where advertising investment actually goes. Opacity in the supply chain remains a documented industry problem.

Private Marketplace Research

Research examines restricted programmatic arrangements between selected parties. Private arrangements trade scale for control and quality assurance.

Direct Buying Research

Doctoral study examines advertising purchased directly from publishers. Direct arrangements avoid intermediaries at the cost of flexibility.

Guaranteed Delivery Research

Research examines arrangements committing to specified delivery volumes. Guarantees transfer delivery risk from buyer to seller from buyer to seller entirely.

Yield Optimisation Research

Doctoral work examines publishers maximising returns from their inventory. Yield management balances immediate returns against audience experience.

Floor Setting Research

Research examines minimum acceptable levels publishers set within auctions. Floor levels substantially affect both fill rates and returns and returns.

Header Bidding Research

Doctoral study examines publishers soliciting simultaneous bids from many buyers. Simultaneous solicitation improved publisher returns substantially.

Demand Side Platform Research

Research examines systems through which advertisers buy inventory programmatically. Platform capability constrains what buying strategies are possible.

Supply Side Platform Research

Doctoral work examines systems through which publishers sell their inventory. These systems determine how publisher inventory reaches buyers.

Ad Serving Research

Research examines infrastructure delivering and recording advertising impressions. Serving infrastructure produces the data all measurement depends upon.

Delivery Optimisation Research

Doctoral study examines algorithms deciding which advertising to show. Delivery algorithms shape outcomes more than buyer settings do settings do.

Targeting Method Research

Research examines approaches directing advertising toward selected audiences. Targeting precision must be weighed against reach and cost and cost.

Contextual Targeting Research

Doctoral work examines targeting based on surrounding content rather than individuals. Contextual approaches avoid personal data entirely data entirely.

Behavioural Targeting Research

Research examines targeting based on recorded individual behaviour. Behavioural approaches raise substantial privacy and regulatory concerns.

Lookalike Modelling Research

Doctoral study examines finding audiences resembling existing customers. Similarity modelling extends reach beyond known individuals known individuals.

Retargeting Research

Research examines advertising directed at previous visitors and customers. Measured retargeting effects are frequently inflated by selection bias.

Audience Extension Research

Doctoral work examines reaching known audiences across additional environments. Extension increases reach while complicating measurement considerably.

Identity Resolution Research

Research examines linking records believed to represent the same person. Identity linkage underpins both targeting and cross device measurement.

Cookieless Targeting Research

Doctoral study examines targeting without persistent browser identifiers. Identifier restriction has reshaped the entire digital advertising ecosystem.

First Party Data Research

Research examines advertisers using data collected in their own relationships. Directly held data has become substantially more valuable more valuable.

Data Clean Room Research

Doctoral work examines environments permitting analysis without sharing raw data. These environments enable collaboration under privacy constraints.

Data Collaboration Research

Research examines organisations combining data for measurement purposes. Collaboration must satisfy both legal and competitive constraints constraints.

Consent Management Research

Doctoral study examines obtaining and honouring permission for data use. Consent achieves nothing unless systems technically enforce its terms.

Privacy Preserving Measurement

Research examines measuring advertising without identifying individual people. These approaches trade measurement precision for privacy protection.

Differential Privacy Applications

Doctoral work applies formal privacy guarantees to advertising measurement. Formal guarantees bound what any reported result can reveal can reveal.

Aggregated Reporting Research

Research examines reporting results only at group rather than individual level. Aggregation limits both privacy risk and analytical flexibility.

On Device Processing Research

Doctoral study examines computation performed on user devices rather than servers. Local processing keeps personal data on the device itself.

Advertising Fraud Detection

Research examines identifying fraudulent activity within advertising marketplaces. Fraud diverts a substantial share of advertising investment.

Invalid Traffic Research

Doctoral work examines advertising served to non human or ineligible audiences. Invalid traffic is pervasive and inconsistently filtered filtered.

Automated Traffic Detection

Research examines distinguishing automated systems from genuine human audiences. Detection is adversarial and continually evolving on both sides.

Domain Misrepresentation Research

Doctoral study examines inventory falsely presented as premium publisher supply. Misrepresentation transfers investment away from legitimate publishers.

Viewability Measurement

Research examines whether served advertising was actually capable of being seen. Substantial served advertising is never visible to anyone to anyone.

Attention Measurement Research

Doctoral work examines whether audiences actually attend to advertising shown. Attention differs greatly from viewability and predicts outcomes better.

Brand Safety Research

Research examines avoiding advertising placement beside unsuitable content. Safety controls reduce risk while restricting available inventory.

Content Adjacency Research

Doctoral study examines effects of surrounding content on advertising reception. Adjacency influences both brand perception and audience response.

Misinformation Adjacency Research

Research examines advertising inadvertently funding false or harmful content. Advertising investment is a principal revenue source for such sites.

Advertising Load Research

Doctoral work examines how much advertising audiences encounter within content. Load levels affect both experience and long term audience retention.

User Experience And Advertising

Research examines how advertising affects the experience of using content. Intrusive formats damage the platforms that carry them that carry them.

Advertising Avoidance Research

Doctoral study examines audiences actively avoiding or blocking advertising. Avoidance behaviour reflects accumulated experience of intrusive formats.

Creative Effectiveness Research

Research examines what makes advertising content actually work. Creative quality accounts for a large share of variation in outcomes in outcomes.

Creative Testing Methods

Doctoral work examines evaluating advertising content before or during use. Testing method choice substantially affects which content is selected.

Message Testing Research

Research examines assessing which claims and arguments resonate. Message testing separates what people say from what actually persuades actually persuades.

Emotional Response Research

Doctoral study examines emotional reactions provoked by advertising content. Emotional response predicts long term effects better than recall.

Attention And Creative Research

Research examines how creative characteristics capture and hold attention. Attention is the necessary precondition for any advertising effect.

Distinctive Asset Research

Doctoral work examines recognisable elements identifying a brand instantly. Distinctive assets deliver brand attribution without explicit naming.

Brand Attribution Research

Research examines whether audiences correctly identify the advertised brand. Advertising misattributed to competitors is entirely wasted investment.

Creative Diagnostics Research

Doctoral study examines identifying why particular content succeeds or fails. Diagnostics guide improvement rather than merely ranking options.

Dynamic Creative Optimisation

Research examines assembling advertising content automatically at delivery time. Dynamic assembly permits variation impossible with fixed content.

Personalised Creative Research

Doctoral work examines tailoring advertising content to individual recipients. Personalisation raises both effectiveness questions and privacy concerns.

Creative Variant Generation

Research examines producing many versions of advertising content efficiently. Variant volume enables testing that manual production cannot support.

Generative Creative Research

Doctoral study examines automated generation of advertising content. Generated content raises questions of quality, rights and disclosure and disclosure.

Synthetic Media Research

Research examines artificially produced people, voices and environments in advertising. Synthetic depiction raises consent and disclosure obligations.

Creative Provenance Research

Doctoral work examines recording how advertising content was produced. Provenance records support both rights management and disclosure and disclosure.

Creative Quality Assessment

Research examines automated assessment of advertising content quality. Automated assessment must be validated against genuine outcome data outcome data.

Copy Optimisation Research

Doctoral study examines refining written advertising text for effect. Wording differences produce measurably differing response rates response rates.

Visual Design Optimisation

Research examines visual characteristics influencing advertising performance. Visual design determines whether content is noticed at all at all.

Video Length Research

Doctoral work examines how duration affects video advertising outcomes. Optimal length differs markedly between platforms and objectives and objectives.

Format Effectiveness Research

Research examines comparing performance across advertising format types. Format effects are frequently confounded with placement differences.

Vertical And Mobile Formats

Doctoral study examines content designed specifically for handheld viewing. Repurposed horizontal content performs poorly on mobile devices.

Sound On And Off Research

Research examines advertising encountered with and without audio playing. Much video advertising is viewed entirely without any sound any sound.

Accessibility In Advertising

Doctoral work examines advertising usable by people with impairments. Accessible content widens reach and is increasingly legally required required.

Multilingual Creative Research

Research examines advertising produced across differing languages. Translation alone rarely preserves persuasive effect across languages across languages.

Cultural Adaptation Research

Doctoral study examines adapting advertising for differing cultural contexts. Adaptation depth strongly determines reception in local markets.

Creative Wearout Research

Research examines declining effectiveness as content becomes overfamiliar. Wearout timing determines when content must be refreshed refreshed.

Creative Rotation Research

Doctoral work examines cycling between advertising content variants. Rotation strategy affects both wearout and measurement clarity clarity.

Sequential Messaging Research

Research examines delivering connected messages in a deliberate order. Sequencing assumes exposure control that rarely genuinely exists genuinely exists.

Storytelling Effectiveness

Doctoral study examines narrative structures within advertising content. Narrative sustains attention better than direct claim presentation.

Humour And Tone Research

Research examines emotional tone and its effect on advertising outcomes. Tone effects differ substantially across cultures and categories and categories.

Endorsement Effectiveness Research

Doctoral work examines advertising featuring recognisable endorsing figures. Endorsement carries reputational risk alongside attention benefits.

Audience Generated Content Research

Research examines advertising built from content audiences created. Audience content carries authenticity and rights complications together.

Native Advertising Research

Doctoral study examines advertising designed to resemble surrounding content. Resemblance raises persistent disclosure and deception concerns.

Branded Content Research

Research examines content produced by brands for audience consumption. Branded content blurs the line between advertising and editorial and editorial.

Product Placement Research

Doctoral work examines brands integrated within entertainment content. Placement effects are subtle and difficult to isolate reliably reliably.

Interactive Format Research

Research examines advertising inviting direct audience interaction. Interaction increases engagement while substantially reducing achievable reach.

Playable And Gamified Formats

Doctoral study examines advertising incorporating game like interaction. These formats suit application promotion and gaming environments well.

Shoppable Media Research

Research examines advertising permitting purchase without leaving the content. Shortened paths to purchase change measured conversion substantially.

Creative Production Efficiency

Doctoral work examines producing advertising content at scale efficiently. Production capacity constrains how much variation can be tested tested.

Asset Management Research

Research examines organising and reusing advertising content assets. Asset systems determine whether existing content can be found be found.

Creative Governance Research

Doctoral study examines approval and control of advertising content. Governance balances brand consistency against local responsiveness responsiveness.

Advertising Measurement Research

Research examines determining what advertising actually achieved. Measurement quality determines whether investment decisions are informed informed.

Attribution Modelling Research

Doctoral work examines assigning credit for outcomes across touchpoints. Attribution rules determine which channels appear to be working working.

Multi Touch Attribution

Research examines distributing credit across many recorded interactions. These methods are widely used and rest on entirely contestable assumptions.

Last Interaction Bias Research

Doctoral study examines crediting outcomes to the final recorded touchpoint. This convention systematically overvalues channels appearing late.

Incrementality Testing

Research examines whether advertising caused outcomes that would not have occurred. Incrementality is the only defensible measure of true effect.

Geographic Experiment Design

Doctoral work examines experiments comparing treated and untreated regions. Geographic designs permit causal measurement without individual tracking.

Randomised Advertising Trials

Research examines randomly assigning who receives advertising exposure. Randomisation provides the strongest available causal evidence causal evidence.

Holdout Design Research

Doctoral study examines deliberately withholding advertising from comparison groups. Holdout groups reveal what would have happened regardless.

Placebo Advertising Methods

Research examines showing unrelated advertising to comparison audiences. Placebo exposure controls for the selection targeting introduces introduces.

Causal Inference In Advertising

Doctoral work examines separating causal effects from mere association. Observational advertising analysis routinely overstates measured effects.

Observational Bias Research

Research examines distortions within non experimental advertising measurement. Observed correlations reflect targeting more than persuasion.

Selection Effect Research

Doctoral study examines advertising reaching people already likely to buy. Selection makes ineffective advertising appear highly effective effective.

Conversion Measurement Research

Research examines recording actions taken following advertising exposure. Conversion recording has been substantially disrupted by privacy change.

Conversion Modelling Research

Doctoral work examines estimating outcomes that cannot be directly observed. Modelled outcomes increasingly substitute for direct measurement.

Cross Device Measurement

Research examines following behaviour across the devices a person uses. Device fragmentation substantially complicates all outcome measurement.

Offline Sales Attribution

Doctoral study examines connecting digital advertising to physical purchases. Most retail purchasing still occurs in physical locations locations.

Store Visit Measurement

Research examines measuring physical visits following advertising exposure. Location based measurement carries substantial accuracy limitations.

Brand Metric Measurement

Doctoral work examines tracking awareness, consideration and brand perception. Brand measures capture effects that sales data cannot cannot.

Survey Based Measurement

Research examines asking audiences directly about advertising effects observed. Survey measurement is subject to both recall and response biases.

Brand Lift Research

Doctoral study examines controlled comparison of exposed and unexposed audiences. Lift studies provide causal evidence for brand outcome measures.

Search Behaviour Effect Research

Research examines advertising prompting audiences to search for a brand. Search response provides a rapid indicator of advertising cut through.

Panel Measurement Research

Doctoral work examines measurement using recruited representative audience panels. Panels permit cross media measurement platforms cannot provide.

Cross Media Measurement

Research examines measuring reach consistently across all media channels. Consistent cross media measurement remains substantially unsolved.

Measurement Standards Research

Doctoral study examines agreed standards defining what is being measured. Shared standards permit trading and comparison across the industry.

Audience Measurement Research

Research examines estimating who consumed particular media content. Audience estimates underpin the trading of advertising inventory inventory.

Reach Deduplication Research

Doctoral work examines counting individuals once across many separate channels. Deduplication failure substantially inflates reported reach figures.

Measurement Validation Research

Research examines checking measurement approaches against known ground truth. Validation is rare because ground truth is genuinely scarce scarce.

Model Comparison Research

Doctoral study examines why differing models yield differing conclusions. Model disagreement is substantial and rarely reported to decision makers.

Bayesian Methods In Measurement

Research examines probabilistic approaches to advertising effect estimation. These methods represent uncertainty rather than concealing it concealing it.

Uncertainty Reporting Research

Doctoral work examines communicating measurement uncertainty to decision makers. Overstated precision leads directly to poor investment decisions.

Return On Investment Analysis

Research examines value generated relative to advertising investment made. Return calculations depend entirely on the attribution assumptions used.

Profit Based Optimisation

Doctoral study examines optimising toward profit rather than revenue or volume. Volume optimisation frequently destroys rather than creates value.

Customer Lifetime Value Modelling

Research examines projecting the long term value of acquired customers. Lifetime value determines what acquisition investment is justified is justified.

Acquisition Efficiency Research

Doctoral work examines resources required to acquire each new customer. Efficiency comparisons are meaningless without lifetime value context.

Retention Effect Research

Research examines advertising effects on keeping existing customers. Retention effects are substantial and consistently underinvestigated underinvestigated.

Media And Sales Integration

Doctoral study examines connecting advertising activity with commercial outcome data. Integration quality determines what analysis is actually possible.

Forecast Accuracy Research

Research examines how well advertising outcome predictions actually perform. Forecast accuracy is very rarely evaluated after the outcome is known.

Reporting Automation Research

Doctoral work examines automating production of advertising performance reporting. Automation frees analysts for interpretation rather than assembly.

Dashboard Design Research

Research examines presenting advertising performance data comprehensibly. Presentation determines which patterns decision makers actually notice.

Decision Support Research

Doctoral study examines systems assisting advertising investment decisions. Support systems must fit how decisions are genuinely made in practice.

Advertising Regulation Research

Research examines rules governing what advertising may claim and show. Regulation differs substantially between countries and media types media types.

Privacy Regulation Effects

Doctoral work examines how privacy law has reshaped advertising practice. Regulation has fundamentally changed targeting and measurement capability.

Data Protection Compliance

Research examines meeting legal requirements governing personal data use. Compliance obligations constrain what advertising practices are permissible.

Children And Advertising Research

Doctoral study examines advertising encountered by children and its effects. Children require substantially stronger protection than adult audiences.

Vulnerable Audience Research

Research examines advertising reaching people in vulnerable circumstances. Targeting capability makes exploitation of vulnerability entirely possible.

Restricted Category Advertising

Doctoral work examines advertising for gambling, alcohol and similar categories. These categories face specific restrictions and genuine public health concern.

Advertising Standards Research

Research examines self regulatory codes governing advertising content. Self regulation effectiveness varies and is frequently contested contested.

Algorithmic Accountability Research

Doctoral study examines oversight of automated advertising decision systems. Automated systems make consequential decisions with little visibility.

Discrimination In Delivery Research

Research examines advertising delivery producing discriminatory outcomes. Delivery algorithms have produced discrimination without any advertiser intent.

Fairness In Targeting Research

Doctoral work examines equitable treatment across audience groups. Housing, employment and credit advertising raise acute fairness obligations.

Explainability For Advertisers

Research examines making automated advertising decisions interpretable. Advertisers cannot govern systems whose behaviour they cannot examine.

Automation Oversight Research

Doctoral study examines meaningful human control over automated advertising. Nominal oversight without genuine scrutiny provides no real safeguard.

Model Governance Research

Research examines controls over models directing advertising decisions. Governance determines whether model failures are detected at all at all.

Environmental Impact Of Media

Doctoral work examines emissions arising from advertising delivery and production. Digital advertising delivery carries a measurable carbon burden.

Sustainable Advertising Research

Research examines reducing environmental burden across advertising activity. Supply path efficiency reduces both waste and emissions together.

Agency Model Research

Doctoral study examines how advertising agencies are structured and rewarded. Agency incentives shape the advice that clients actually receive.

In Housing Research

Research examines advertisers bringing capability inside their own organisations. In housing changes both control and access to specialist skill.

Contract And Incentive Research

Doctoral work examines commercial arrangements between advertisers and suppliers. Contract design determines whose interests are actually served.

Procurement Of Media Services

Research examines how advertisers select and appoint their suppliers. Procurement emphasis on rates can undermine effectiveness entirely entirely.

Organisational Capability Research

Doctoral study examines skills organisations require to advertise effectively. Capability determines whether good analysis is ever acted upon.

Marketing Effectiveness Culture

Research examines organisational attitudes toward evidence and measurement. Culture determines whether inconvenient findings are acted upon.

Evidence Use In Marketing

Doctoral work examines how research evidence informs marketing decisions. Practice frequently proceeds despite contradicting available evidence.

Replication In Advertising Research

Research examines whether published advertising findings can be repeated. Reproduction attempts frequently fail across this research field research field.

Publication Bias Research

Doctoral study examines selective reporting of favourable advertising findings. Selective publication systematically overstates advertising effectiveness.

Implementation And Adoption

Research examines why effective practices are or are not actually adopted. Implementation, not evidence generation, is where most value is lost.