Greg Nyilasy

• Doctor of Philosophy
• Professor (Associate) at University of Melbourne

Marketing to investors – especially when seeking funding for start-ups – is unique, with investors facing extreme uncertainty. This study uses foundational work in marketing, economics, management, finance, and psychology, as well as theories-in-use development with angel and VC investors to build a Business-to-Investor (B2I) Marketing theory. The...

The role of media context in advertising has been the subject of interest for marketers and media practitioners over the past 50 years. However, there remains a lack of clarity on the relationship between media context and advertising outcomes. To structure previous literature and facilitate knowledge development, this study meta-analytically exami...

Over the last four years, fake news has become an everyday expression, and a major part of any discourse around the media. But what is the impact of fake news in this strange new age of COVID-19?

“Speaker's Box” invites academics and practitioners to identify significant areas of research affecting advertising and marketing. The goal is to bridge the gap between the length of time it takes to produce rigorous work and the acceleration of change within practice. This edition addresses the possible impact of wearable technology (mainly smartw...

In this essay, fake news is identified as a sinister form of mass persuasion. The paper reviews the history of the precursors of the construct and offers a contemporary definition. Research findings about how consumers process fake news information are discussed. The essay highlights the relevance of fake news for the marketing communications field...

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results. This study used meta-analysis to investigate the relationship between media context and advertising memory in quantitative...

Purpose While Integrated Marketing Communication (IMC) is a well-known concept in academia, there is insufficient theorisation on what it means ‘to do’ IMC in practice. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Drawing fro...

This study explores the struggles of Celiacs for marketplace inclusion, attempting to navigate service encounters in restaurants where eating may have severe and immediate health consequences. A range of logics and strategies were observed to withdraw, to create a façade of normality and to change the food marketplace.

Objective The purpose of this study was to examine the effects of food label nutrition colouring schemes in interaction with food category healthiness on consumers’ perceptions of food healthiness. Three streams of colour theory (colour attention, colour association and colour approach-avoidance) in interaction with heuristic processing theory prov...

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications. Yet, much less is known about the failures of its practical implementation. The current research provides a novel explanation for such failures. A two-year ethnographic study was conducted with a large Swedish ret...

To the delight of the renewed editorial team, the Journal of Media Business Studies (JOMBS) receives an increasing number of submissions every week. Given the growing interest in the study of media business, whether from the angle of economics, management, strategy, organisation studies, marketing, consumer behaviour, innovation and entrepreneurshi...

We have seen an increase in the number of consumers who classify themselves as environmentally-conscious. As the focus on the environment and sustainability increases, advertisers are forced to acknowledge these changes and incorporate them in their overall message and media strategies. And if not done right, these strategies can also run the risk...

The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3X3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n=302 subjects was conducted. Results indicate that the negative effect of a firm’s l...

The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm...

Purpose – The purpose of this paper is to map advertising agency practitioners’ mental models of creativity. Design/methodology/approach – Following the grounded theory paradigm, twenty-eight depth interviews were conducted with advertising agency executives. Findings – Complementing earlier studies in advertising creativity, we discover an integra...

This study investigates, in the context of professionalization theory, advertising agency practitioners' attempts to cope with what they perceive as legitimation problems of advertising work. While practitioners may not think of the sociological concept of professionalization frequently, the in-depth interviews reported in this article uncover agen...

The relationship between academia and practice is a perennial topic in the academic advertising and marketing literatures. The common notion is that there is a wide gap between the domains of academia and practice, even though their subject matter is the same: advertising and marketing phenomena (Nyilasy & Reid, 2007). In this chapter, we discuss t...

Newspaper journalists and ad directors were surveyed to update and extend research on advertising pressure on newspapers. Results reveal that: (1) advertiser pressure is a widespread phenomenon in newspapers; however, despite economic threats to withdraw advertising, the extent and frequency of advertisers succeeding with their influence attempts i...

This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past fifty years. Its purpose is not to present a scientific and in-depth analysis of every research article on newspaper and magazine advertising published since 1960, but (1) to identify key findings that a...

In-depth interviews with senior level agency practitioners (creative, planning and account directors) were conducted to explore their thoughts about how advertising works. The study seeks to add to the understanding of the academician-practitioner gap in advertising, by uncovering practitioners’ hypothesized knowledge autonomy, in the context of th...

Research on practitioner theories of advertising uncovered that agency practitioners not only have definite theoretical beliefs about how advertising works, they also have meta-theoretical beliefs, fundamental presuppositions about the nature and possibility of knowledge in advertising. The meta-theoretical belief in creativity and its dictum of “n...

Our aim was: - Develop smarter questions to reflect the new models for digital advertising. - Develop superior methodologies to research digital and integrated advertising. - Build a database of benchmark results. And when we say major, we mean it: - 23,000 interviews online. - February–May 2008. - US and UK. - 600 pieces of digital creative work....

The existence of the academician--practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature. This paper analyses key writings on the nature of the academician--practitioner rift and proposes a new approach complementing the literature. The review identifies five prevailing explanations why miscommunicatio...

In 'Chapter X: Word-of-Mouth: What Do We Really Know? And What We Don't', Greg Nyilasy from Henry W. Grady College of Journalism and Mass Communication at The University of Georgia summarizes 50 years of academic research on the subject. Nyilasy discusses the prevailing definition of word-of-mouth in academia as well as the major theoretical explan...

This paper examines the interpretive community of 'nitpickers,' fans hunting for errors in popular movies and television fiction. Textual analysis was conducted on the comments submitted to the www.nitpickers.com website. The research utilizes insights from literary and film theory to uncover the implicit reception norms of the nitpicking culture....