Dr Virginia Beal

Senior Marketing Scientist

Dr Virginia Beal is a Senior Marketing Scientist at the Ehrenberg-Bass Institute.

Virginia has a background in media, having previously held senior research roles at the BBC, TIME Inc, News International and Network Ten. She specialises in research into advertising – investigating how people use media and the effect this has on advertising effectiveness. 

Virginia helps clients to understand media research, usage behaviour, media scheduling, creative effectiveness and to understand the implications for business and strategic planning. 

Virginia sits on the Editorial Review Board of the Journal of Advertising Research. Her research has been published in the Journal of Advertising, Journal of Advertising Research, European Journal of Marketing and Journal of Business Research. She has presented her research at key international conferences including ARF Audience Measurement and Cannes Lions Festival of Creativity. 

Virginia also has the unique position of marketing her family-owned brand, Fruit Wise, for 15 years. The brand was stocked Australia-wide in leading supermarkets. In 2022, the business was acquired by Carman’s, Australia’s leading muesli brand. She understands first-hand the challenges that marketers face when dealing with retailers, distributors and trying to grow a small brand. 

Academic Publications

P Phua, N Hartnett, V Beal, G Trinh, R Kennedy (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

N Hartnett, A Gelzinis, V Beal, R Kennedy, B Sharp (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

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

S Bellman, V Beal, B Wooley, D Varan (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

E Ward, S Yang, J Romaniuk, V Beal (2020), Building a unique brand identity: Measuring the relative ownership potential of brand identity element types, Journal of Brand Management 27, 393-407

P Barwise, S Bellman, V Beal (2020), Why do people watch so much television and video?: implications for the future of viewing and advertising, Journal of Advertising Research 60 (2), 121-134

Barwise, P., Bellman, S., Beal, V. (2019) “Why Do People Watch So Much Television and Video?” Journal of Advertising Research.

Kelly Vaughan, Virginia Beal, Jenni Romaniuk (2017), 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

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, Journal of Advertising Research 56 (3), 311-320

B Jardine, J Romaniuk, JG Dawes, V Beal (2016), Retaining the primetime television audience, European Journal of Marketing 50 (7/8), 1290-1307

N Danenberg, R Kennedy, V Beal, B Sharp (2016), Advertising budgeting: a reinvestigation of the evidence on brand size and spend, Journal of Advertising 45 (1), 139-146

J Romaniuk, V Beal, M Uncles (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

Beal, V., Sharp, B., and Collins, M. (2013). “TV: The Accidental Hero of Marketing.” in Television 2013 International Key Facts.

M Nenycz-Thiel, V Beal, G Ludwichowska, J Romaniuk (2013), Investigating the accuracy of self-reports of brand usage behavior, Journal of Business Research 66 (2), 224-232

Nenycz-Thiel, M., Beal, V., Ludwichowska, G., and Romaniuk, J. (2012) “Improving the Accuracy of Consumer’s Self-Reported Brand Usage Behaviour.” Journal of Business Research vol. 6, no. 2. P. 224-232

B Sharp, V Beal, M Collins (2009), Television: Back to the future, Journal of Advertising Research 49 (2), 211-219

A Gelzinis, R Kennedy, V Beal, N Hartnett, B Sharp (2017), What happens when brands stop advertising, Documenting long-term sales trends

VN Beal (2013), The effect of television promos on audience behaviour: new programs

Beal, V. (2012), Mad Med Ehrenberg-Bass Ad Researchers, UniSA Business Magazine Issue 4.

V Beal (2011), Behavioural Measures: Can They Predict Television Program Growth and Decline?, School of Marketing, Edith Cowan University

V Beal (2011), Quantifying Freeview’s Effect on TV Advertising Campaign Delivery in Australia, School of Marketing, Edith Cowan University

V Beal (2011), PVRs-Jekyll or Hyde? Examining penetration, usage and effects on advertising in the Australian market, School of Marketing, Edith Cowan University

V Beal (2011), Launch of Freeview in Australia: where did the audience come from?, School of Marketing, Edith Cowan University

V Beal (2010), How Do Networks Schedule Program Promotions?, University of Canterbury

B Sharp, V Beil (2008), TV Back to the Future, Wharton School, SEI Centre for Advanced Studies in Management

V Beal, P Barwise, M Collins (2004), TV viewing patterns. Loyalty to program genres, R&D Initiative Research Report

M Collins, V Beal, P Barwise (2003), Channel use among multi-channel viewers: patterns in TV viewing behavior, Adelaide, Australia: Ehrenberg-Bass Institute for Marketing Science

V Beal (2003), Patterns in television viewing behaviour: what’s changed since the 1980s?

V Beal (2002), How Has UK Television Viewing Behaviour Changed Since the 1980’s? Insights for the Australian Market, CD

B Sharp, V Beal, J Romaniuk (2002), Quantifying an empirical generalisation: usage and advertising recall in the international travel market, Deakin University and the Australian and New Zealand Marketing Academy

V Beal (2009), The Effect of Program Promotions on Viewing 90210-a Pilot Study, Australian & New Zealand Marketing Academy (ANZMAC)

B Sharp, V Beal, J Romaniuk (2001), First steps towards a marketing empirical generalisation: brand usage and subsequent advertising recall, Australia & New Zealand Academy of Marketing conference


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