Kids Marketing
Introduction
Kids Marketing ? Trends on Children Consumer Behaviour and Marketing to Kids, Porto, 7 Apr 2011; Deadline 31 Oct
This conferece aims to debate and bring new insights into children as important market targets and at the same time in need of protection. This conference intends to be a forum in which scholars from intersecting research streams will come together to debate current research and gain insights into future trends. Our aim is to include participants from all over the world and to give equal opportunity to younger as well as established scholars, with quality of research being the predominant goal
Call for Papers
Kids Marketing – Trends on Children Consumer Behaviour and Marketing to Kids
APRIL 7th, 2011
Porto, Portugal
The Kids market is of growing importance: in 2006 kids had a buying power of $18 billion in USA, which is estimated to be of $21.4 billion in 2010. This growth increased the appeal of this market to marketers, and the phenomenon is now a worldwide trend with visible impacts in the development of a new generation, the consumer kids.
The impact of marketers actions on children development is of great controversy, and therefore research is needed to support the discussion of these matters and to guide the definition of legislation, self-regulation or best practices codes from the industry.
At the same time, children are considered as very important as actors of change in the world and therefore are a target audience for campaigns or marketing plans dedicated to “positive” actions such as recycling, road safety, etc.
This double viewpoint of children as important targets and at the same time in need of protection, stimulated the organization of this conference, hosted by IPAM Porto, the first school of marketing in Portugal, as a forum in which scholars from intersecting research streams will come together to debate current research and gain insights into future trends. This will be a small conference with a maximum of 45 papers so that participants have the opportunity to receive quality feedback. Our aim is to include participants from all over the world and to give equal opportunity to younger as well as established scholars, with quality of research being the predominant goal.
We invite both theoretical and empirical papers that predominantly, though not exclusively, reflect some of the following issues:
* Child Obesity and other Food and Beverages related diseases and what is the role of marketers on the well being of children.
* Digital Marketing targeted at kids and the evaluation of these new media.
* Marketing in schools and the evaluation of these strategies in terms of short and long term impact on children and on brands.
* Marketing of NGO’s whose target is children and strategies to change behaviours on children and families.
There is no registration fee.
All selected papers for presentation will be published in a special number of Revista Portuguesa de Marketing (Portuguese Journal of Marketing)
Guest Editor
Professor David Buckingham (Director of the Centre for the Study of Children, Youth and Media, London Knowledge Lab, Institute of Education, University of London) and Co-guest Editor
Co-Guest Editor
Professor Luisa Agante (Instituto Português de Administração de Marketing – IPAM)
Submission process: by October 31, 2010.
– All submissions by email to rpm@ipam.pt
– Submission of abstracts of 300-500 words to
– The authors of selected abstracts will be notified by November 30, 2010. by February 15, 2011.
– Reception of full papers with 5.000 words to
– Final decision of accepted papers to be presented in the conference by March 1, 2011.
– Conference – April 7, 2011
Submission guidelines for abstracts
– When applied, the abstract must follow this structure: objective(s); methodology; conclusion, limitations and conclusions implications (if applicable).
– Documents should be submitted in Microsoft Word file