Marketing Discipline Seminar: Professor Steve Bellman
You are invited to attend a seminar on Thursday 3 August, organised by the marketing cluster as part of the UQ Business School Distinguished Visitor Workshop Series. Professor Steve Bellman of the Ehrenberg-Bass Institute at the University of South Australia will be discussing his work on biometric measures of attention in advertising. Steve has published in leading journals such as the Journal of Marketing, Marketing Science, the Journal of Communication, and the Journal of Advertising.
The seminar is open to all academics and research students. Please encourage your RHD students to attend. If you would like to arrange a private meeting with Steve, please let Mark Brown know.
The seminar will be followed by lunch for faculty at St Lucy's (12.00pm start).
After lunch, Steve is available to meet with interested RHD students and academic staff between 2-4pm. Please sign up for a time slot if you wish to schedule a meeting.
Advertising’s currency is attention measured by ratings and views. While the outcome variables are important, deeper measures of attention are needed to use as diagnostics in understanding how and why advertising works. Past research has found that getting attention is necessary, but not sufficient for advertising success (REF). Measures of attention can identify potential bad ads at the ad level but we still lack knowledge about how to assess whether a particular attention device failed to attract attention. In this paper, the authors compare several biometric measures proposed in past research to act as markers for attention, including eye-tracking, heart rate, and skin conductance, to identify the best of these scalable measures to be use as diagnostics for large sample sizes. Other measures are either easily collected, but likely not as useful (e.g., facial expression), or clearly useful but expensive to collect (e.g. fMRI and EEG). The importance of this research for advertisers is that the authors show that none of these measures is the single best to use: each responds to different creative devices. The choice of attention measure therefore depends on the creative devices used by the ad.
Steve Bellman is MediaScience Research Professor in the Ehrenberg-Bass Institute, one of the University of South Australia’s research institutes. The Ehrenberg-Bass Institute is financially sponsored by global corporations such as Coca-Cola, Mars, Procter and Gamble, Uniliver, CBS, Turner Broadcasting and many other global HQ. Dr Bellman is a co-author, with John R. Rossiter, of the textbook “Marketing Communications: Theory and Practice” (Pearson Prentice-Hall, 2005) and has also published in leading international journals such as the Journal of Marketing, Journal of Communication, and Management Science. Articles about Dr Bellman’s research have appeared in the New York Times, the Wall Street Journal, and a briefing book for the US Congress.
Dr Bellman was a co-author on the Best Academic Paper published in 2015 in the Journal of Advertising Research, and has won Best Reviewer awards from the Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, and Electronic Markets. He serves on the editorial boards of Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, Journal of Interactive Marketing, Electronic Markets, and Communication Methods and Measures.
Dr Bellman has engaged local and international industry through his involvement with the Beyond:30 initiative, a series of over 70 studies into the changing media landscape sponsored by TV networks, technology companies, and advertisers in the US, Europe, and Australia. With academic experience in the US and Australia, and industry experience in Australia and the UK as an advertising art director, Dr Bellman has more than 30 years of experience in marketing and advertising.