Ehrenberg-Bass Institute
Kate
Newstead
Kate Newstead Senior
Research Associate MBus (Research), BMgmt
(Mktg) (Hons)
Kate’s key research interests are advertising effectiveness and media strategy.
Kate manages the Ehrenberg-Bass Institute’s Media Plan Evaluation project, an initiative to develop best practice guidelines for reach-based media scheduling. Kate presented the preliminary findings of this research at the 2009 ESOMAR WM3 World Cross Media Measurement Conference in Stockholm.
Kate’s work at the Institute has included researching the effects of ad length on effectiveness metrics and investigating the relationship between engagement with programming content and advertising avoidance behaviour.
Kate is currently working on research to:
She regularly presents advertising, media and consumer behaviour research to the Institute’s global corporate sponsor base.
Kate has worked on a variety of private and government contract research projects and has considerable experience in both qualitative and quantitative research design. Her fieldwork experience includes investigating information sources buyers consult before purchase, reasons for consideration and rejection, decision hierarchies, price modeling, customer satisfaction and analysis of brand and advertising awareness.
To view her publication list, click here.
Kate’s key research interests are advertising effectiveness and media strategy.
Kate manages the Ehrenberg-Bass Institute’s Media Plan Evaluation project, an initiative to develop best practice guidelines for reach-based media scheduling. Kate presented the preliminary findings of this research at the 2009 ESOMAR WM3 World Cross Media Measurement Conference in Stockholm.
Kate’s work at the Institute has included researching the effects of ad length on effectiveness metrics and investigating the relationship between engagement with programming content and advertising avoidance behaviour.
Kate is currently working on research to:
- Explain why 82% of advertising dollars are wasted
- Benchmark the extent to which myth and empirical knowledge drives media planning decisions (forthcoming paper, “Engagement, Exposure and Binge Advertising: Candid Confessions of the Media Planning Industry”)
- Investigate whether people who hate the ad will still buy the brand
She regularly presents advertising, media and consumer behaviour research to the Institute’s global corporate sponsor base.
Kate has worked on a variety of private and government contract research projects and has considerable experience in both qualitative and quantitative research design. Her fieldwork experience includes investigating information sources buyers consult before purchase, reasons for consideration and rejection, decision hierarchies, price modeling, customer satisfaction and analysis of brand and advertising awareness.
To view her publication list, click here.
