Dr Kelly Vaughan

Senior Marketing Scientist

Kelly joined the Institute in 2013 following ten years working within the marketing industry, in agency account service roles in Australia and the UK. During this time she delivered projects ranging from global product launches, to local advertising campaigns across many categories including FMCG, financial services, telecommunications, agriculture, retail and media industries.

Kelly’s research focuses on advertising budgets and media planning decisions for brand growth, with specific interest in the relationship between Share of Voice and Share of Market. Her other research areas include measuring advertising effectiveness and consumer-based brand equity, in particular mental availability. Kelly has used this knowledge to work with the Institute’s clients on media audit/reviews, brand health trackers, Category Entry Points projects and Distinctive Assets studies to deliver strategic insights. Her work is published in the Journal of Advertising Research and the International Journal of Market Research.

Academic Publications

K Vaughan, AM Corsi, V Beal, B Sharp (2021), Measuring advertising’s effect on mental availability, International Journal of Market Research 63 (5), 665-681

K Vaughan, V Beal, J Romaniuk (2016), Can Brand Users Really Remember Advertising More Than Nonusers?: Testing an Empirical Generalization Across Six Advertising Awareness Measures, The Advertising Research Foundation, Journal of Advertising Research


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