Aaron Michelon

Senior Marketing Scientist

Since joining the Institute in 2016, Aaron has broad practical experience working on large-scale research projects for local and international clients. His background covers research design, data collection management, analysis, questionnaire development, and reporting brand performance.

Aaron’s research activities span across distinctive brand assets, category entry points, and brand tracking. His work covers a wide range of product categories across multiple countries including non-alcoholic beverages, alcoholic beverages, insurance, confectionary, retail store, fast-food, dairy products, haircare, and over-the-counter pharmaceutical products.

His primary research focus is media efficiency and advertising effectiveness, which has been published in the Journal of Advertising Research. Aaron was awarded Best Player for the best business strategy at the 2017 International Graduate Competition in Montreal.

Academic Publications

A Tanusondjaja, A Michelon, N Hartnett, L Stocchi (2023), ‘Reaching Voters on Social Media: Planning Political Advertising on Snapchat’, International Journal of Market Research, 14707853231175085

A Michelon, S Bellman, M Faulkner, J Cohen, J Bruwer (2020), ‘A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment’, Journal of Advertising Research 60 (4), 407-416

Public Policy, Marketing Education, Social Marketing, Strategic Marketing, Patrick van Esch, Shelagh Ferguson, Liudmila Tarabashkina, Rebecca Price, Billy Sung, Janet Hoek, Ellen Bloxsome, Gavin Northey, Ann-Marie Kennedy, Verena Batt, Taylor Willmott, Tina Šegota, Torgeir Aleti, Park Thaichon (2017), ‘Outstanding Reviewer in Track‘, ANZMAC 2017


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