Academic paper co-authored by AUS marketing professor wins prestigious Journal of Advertising Research Award

An academic paper co-authored by an American University of Sharjah (AUS) faculty member that focused on the factors that influence creative decision-making in advertising agencies has been declared the winner of the prestigious Journal of Advertising Research Award for 2018. The announcement was made at the AudiencexScience 2019 conference held in New Jersey, USA, on April 16.

Entitled “How Do Heuristics Influence Creative Decisions at Advertising Agencies,” the paper was written by Dr. George Christodoulides, Professor of Marketing and the Chalhoub Professor of Luxury Brand Management at the AUS School of Business Administration, in collaboration with Douglas C. West from King’s College London, and Jennifer Bonhomme from Young and Rubicam.

Speaking on the recognition, Dr. Christodoulides, said:

"I am delighted that my co-authors and I are recipients of this prestigious award for our paper published in the Journal of Advertising Research in 2018. The paper makes a significant contribution by examining the decision making heuristics employed by advertising agencies in determining the creative solution(s) to present to the client.”

He added: “I am a strong believer that the diversity of the research team that includes two academics as well as a senior practitioner was instrumental to the success and relevance of this project to advertising theory and practice."

The paper examined the dynamics that determine the advertisers’ decisions to present certain ideas to their clients, which included the advertisers’ experience, instincts, knowledge and analysis.

The award was presented at the two-day agenda-setting AudiencexScience 2019 conference which focused on audience growth and measurement, and gathered a cross section of industry leaders to address today’s measurement and growth challenges while bringing the future into sharp focus.

The Journal of Advertising Research is published by the Advertising Research Foundation (The ARF) and is considered the research and development vehicle for professionals in all areas of marketing including media, research, advertising and communications. It is read by practitioners in the field of advertising and marketing research, and students and faculty members at more than 5,000 universities in 127 countries.