Dr Aaron Michelon
Senior Marketing Scientist/ Lecturer in Marketing
Since joining the Institute, Dr Aaron Michelon has gained extensive experience working on large-scale research projects for both local and international clients. His expertise spans research design, data collection management, analysis, questionnaire development, and brand performance reporting.
Aaron’s previous projects include Distinctive Asset measurement, Category Entry Point research, and Brand Tracking, working across diverse product categories, including non-alcoholic and alcoholic beverages, insurance, confectionery, retail, fast food, FMCG, dairy, haircare, beauty, ride-sharing, and over-the-counter pharmaceuticals.
His primary research focus is media efficiency and advertising effectiveness, with work published in the Journal of Advertising Research and the International Journal of Market Research. Aaron was also recognised for his strategic expertise, winning Best Player for Best Business Strategy at the 2017 International Graduate Competition in Montreal.
Academic Publications
Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (2024). ‘Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance: When It Comes to Radio Advertising, Less Is More‘. Journal of Advertising Research, 64(2), 175–191.
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.
Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (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.
Michelon, A., Bellman, S., Cohen, J., Faulkner, F. and Bruwer, J. (2017). ‘Benchmarks for Mechanical Avoidance of Radio Advertising.‘ ANZMAC 1-4.
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
