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Since its first edition in 2004, the International Research Days on Marketing Communications traditionally have a strong focus on online and sponsorship-linked marketing, but are open to any other form of ?below the line? communications. Especially during the last years the online marketing has grown to a main part of the ?below the line communications?. The combination of sponsorship-linked and online marketing is one of the main foci of this year?s research days.

Contributions should focus on ? but are not limited to ? non-traditional marketing communication instruments such as

– sponsorship,

– patronage,

– event communication,

– social media,

– brand community management,

– lobbying,

– product placement,

– buzz marketing,

– online and mobile communications,

– public relations.

They may concern any stage of the communication process: objectives, budgeting, planning, strategy, execution, control, etc. Contributions such as experiments, field studies, case studies and state-of-the-art reviews are welcome.

Guidlines for authors

Papers can be submitted in two formats:

6 pages ?short? format (EMAC style), including tables, figures and references or 20 pages ?full? format, including tables, figures and references.

A short abstract (title and brief summary) will be required from practitioners

Papers should clearly define the problem, discuss research methodology, and outline the contributions to ?below the line? communications. Both conceptual and empirical works are encouraged. Papers are supposed to be turned in and presented in English. Spacing: 1,5 throughout; Times New Roman 12-point font; A4 size page formatting, 3 cm margins on all sides.

Submissions should be sent to Isabelle Kes (i.kes@tu-bs.de) due to the 1st of December 2012.

Additional information is located here: