Shelly Chapman
Centre for Strategic Marketing and Sales,
Cranfield School of Management
Qualifications
LLB (Hons) Law
MSc Management Studies
Background
Shelly brings a wealth of marketing management experience and a tireless enthusiasm for digital marketing (strategy and implementation), children and the new media, as well as consumer behaviour.
Prior to commencing her doctoral studies at Cranfield, Shelly worked for interactive digital marketing agencies in London, specialising in business development, negotiating and winning contracts with brands such as: Expedia (EMEA), Boots, Tesco, RBS and BA.
Research Topic
The effects of advergames on children’s purchase-related behaviour.
Research Issue
The low nutritional value of the advertised foods and drinks targeted at children, together with the sharp rise in childhood obesity causes great concern. With the surge of new advertising venues via online mediums, the impact of food marketing on children’s health is a crucial topical issue.
This research will examine whether there is a link between food advergames and children’s purchase-related behaviour, in terms of displaying purchase-influencing attempts on their parents.
Sector
Social marketing; B2C.
Research Methods
At this early stage it is considered to adopt a positivist research perspective, and combine the strength of experimental design together with observational evidence from a naturalistic setting.
Why I Chose Cranfield
With its MBA and doctoral programmes ranked as 1st and 4th in the UK respectively, its international atmosphere and academic excellence, I think it is pretty clear why I chose Cranfield.