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1^st International Youth Marketing and Media Forum on In-School Marketing

The children’s market is of growing importance: in 2006 children had a buying power of $18 billion in USA, which is estimated to be $21.4 billion in 2010. This growth has 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’s 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 practice codes from the industry.

At the same time, children are considered 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.

Despite flourishing in-school marketing, there has been little coverage of this hybrid phenomenon in national and international scientific studies. One of our aims is to test a ‘Working with Schools Best Practice Principles’ as a self-regulatory tool aimed at school decision-makers to analyze how schools and their partners can build an ethical and responsible relationship.

This double viewpoint of children/youth as important targets and at the same time in need of protection, stimulated the organization of this conference, hosted by IPAM & IADE-U 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 30 papers and posters 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, address some of the following issues:

§  In-school Marketing or the developing of types of marketing & media activities towards children/youth at school and the evaluation of these strategies in terms of short and long term impact on youth and on brands;

–        which social win-win relationship practices transacted by the state, the market and civil society are evident in their interaction with the school system;

–        how do in-school marketing activities square with public-private organizations’ corporate responsibility;

§  Ethicality of the in-school marketing activities – Pros and Cons of legislated and self-regulated best practice principles of Advertising in Schools;

–        are the ethical parameters of legislated and self-regulated best practice principles synonymous with consensus;

§  Childhood obesity and other food and beverage related diseases and what is the role of marketers on the well-being of children;

§  Digital marketing targeted at children/youth and the evaluation of these new media such as advergames;

§  Marketing by NGOs whose target is children/youngsters and strategies to change child/youth and family behaviours.

 

 

 

EDITORS

Guest Editor

§  Professor Caroline Oates | Senior Lecturer of Marketing in the University of Sheffield

Co-Guest Editors

§  Professor Luísa Agante | IPAM-The Marketing School, IPAM Lab

§  Professor Isabel Farinha | IADE-Creative University, UNIDCOM, ID:CO.LAB

 

SUBMISSION PROCESS

§  Submission of abstracts of 300-500 words to by July 31, 2016;

§  Each author will receive 1 to 2 abstracts by 2 August, which need to be reviewed until August 15;

§  The authors of selected abstracts will be notified by September 5, 2016. The note of acceptance will be both for presented papers and for poster session;

§  Conference – October 11, 2016. The conference will be held by IPAM and IADE-U in Lisbon, with the specific venue in the city of Lisbon being disclosed in September. A jury, representing the IYMMF will select the winners of the Best IYMMF 2016 Paper (junior and senior research) and Best IYMMF 2016 Poster;

§  Reception of full papers with 5.000 words by December 31, 2016. All the participants in the conference (papers and posters), as long as they submit a full paper within the proposed deadline, will have equal opportunities to be considered for an accepted paper in the special issue;

§  Final decision of accepted papers to be published in the special issue by March 1, 2017.

 

SUBMISSION GUIDELINES FOR ABSTRACTS

§  The abstract must follow this structure: objective(s); methodology; results, limitations and implications (if applicable);

§  Documents should be submitted in Microsoft Word file in English.

 

SUBMISSION GUIDELINES FOR POSTERS

§  The poster size should be A0 portrait format (width 841mm and height 1189mm) preferably and we cannot guarantee a proper accommodation of larger posters, or posters in landscape format.

§  Presenters of a poster will be expected to be present on October 11 2016 in order to explain their poster and to hand out any leaflets, or other information materials, they have available for viewers of their poster. Each presenter can therefore only present one poster. Any organization that submits more than one application should indicate a priority to their submissions or confirm there will be enough staff members available for the presentation.

§  As for design and layout specifications, keep in mind that a poster is a graphical approach to presenting research:

–     You can attract attention with a good topic and a visually appealing presentation. Organization and clarity are critical. Limit the text to one fourth of the poster space, and mainly rely on "visuals" (graphs, photographs, flowcharts, etc.) to tell your "story".

–     Your poster title and author information should be positioned at the top-center of the poster. Font size for the title should be at least 70 points, for author information at least 30 points. Use all capital letters for the title.

–     Make it obvious to the viewer how to navigate the poster. The poster generally should read from left to right, and top to bottom. Numbering individual panels, or connecting them with arrows is a standard "guidance system".

–     Leave some open space in the design. An open layout is less tiring to the eye and mind.

–     Text should be readable from 1.50 meters distance. Use a minimum font size of 24 points.

§  Visuals: Present numerical data in the form of graphs, rather than tables. Graphs make relationships between variables or differences between means much more evident. If data must be presented in table-form, keep it simple.

§  Text:

–    Visuals should be simple. Leave out or remove any unnecessary details.

–    Make sure that any visual can "stand alone" (i.e., graph axes are properly labelled, symbols are explained, etc.).

–    Use colour to enhance comprehension, not to decorate the poster.

–    Make sure that the text and the visuals are integrated. Figures should be numbered consecutively according to the order in which they are first mentioned in the text. Each visual should have a brief title.

 

SUBMISSION GUIDELINES FOR FULL PAPERS

§  All text must use Cambria size 10pt except: headings that should be size 10pt and Bold; and graphic subtitles, tables, figures and footnotes should be in size 8;

§  Title of the article should be Cambria size 24pt;

§  All text should have 1,5 lines space between lines;

§  Page margins: left 3 cm; top 3 cm; right 3 cm and bottom 3 cm;

§  Preferentially, the title must have no more than 10 words. The headlines must be numbered;

§  The title must be followed by an abstract with 250 words. It must follow this structure: objective(s); methodology; conclusion, limitations and conclusions implications (if applicable);

§  The paper must have 6 keywords which condense the text main topics;

§  Graphics and images cannot be more than 2 (two) per paper; tables cannot be more than 4 (four) per paper. Whenever they exist they must follow certain requisites: inserted in the text in the place where they should be presented and sequentially numbered;

§  Notes should be used only when strictly necessary and should be sequentially numbered and inserted in page footnotes;

§  Bibliographic references must be presented in APA 6^th style.

 

ÂÜÀòÉç¹ÙÍøt IPAM – The Marketing School

IPAM was the first marketing school in the country. Since 1984 IPAM has been a reference in the field and has trained many marketers by providing a solid theoretical background and a very practical approach based on a hands-on methodology. It has an alumni network of more than 10.000 people spread all over the world.

IPAM has two campus in Lisbon and Porto with a total of 1200 students, under the slogan One Brand, One School, Two Campus. The school has one BA in Marketing Management, two MA’s in Marketing Management and Design Management and five Executive Masters (in several domains like Sales & Trade Marketing, Digital Marketing, etc).

The school has one research unit, IPAM Lab which conducts several projects in applied research in marketing, and a strong linkage to companies, which guarantees an employability rate of 94%.

Visit IPAM at . Follow IPAM on and .

 

ÂÜÀòÉç¹ÙÍøt IADE – Creative University

Created in 1969, over the last four decades IADE – Creative University has been a laboratory of creativity, talent and leadership, overall recognized. IADE-U is nowadays the biggest school of Design in Portugal and it is among the top in Marketing, Advertising and Photography. In 2012 IADE-U acquired the status of a university institute, and since them offers a modern Doctoral Program in Design built around the axes of creativity and internationalization. Today, with more than 1.500 students allocated to 9 courses, IADE-U is the institution that graduates and undergraduates more students in this area, with an employment rate of 97%.

IADE-U has its Research Unit in Design and Communication, UNIDCOM. Since 2003 this I&D unit is credited and financed under the national support program of FCT – National Foundation of Science and Technology.

Finally, IADE-U developed the “School’s Agency”, which gathers high teaching with labour market. Since 2009 it promotes “junior training” formation that allows student’s integration in projects, and the transference of research to creative practice in the areas of design, photography, visual culture, marketing and advertising.

Visit IADE-U at . Follow IADE-U on and .

 

 

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