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Effectiveness of Events as Promo Tool

Effectiveness of Events as Promo Tool

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Published by debaion

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Published by: debaion on Aug 26, 2012
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08/26/2012

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The Effectiveness Of Events As a Promotional Tool
CHAPTER-1
OBJECTIVES
 
 2
OBJECTIVES
The objectives of carrying out this project were:
 
To understand the concept of event marketing and eventmanagement:
This objective needed extensive secondary research to be done. Thiswas done to understand what is exactly event management and event marketing, and thevarious elements of it. Every event is like small business venture in itself and involves alot of complexities that need to be understood beforehand to make it a success.
 
To understand various strategic models that would help an eventmanagement company gain a strategic advantage:
There are variousstrategic models devised to guide an event management company to success. Having anunderstanding of these are crucial for any firm to achieve he desired results, like, concept,client, competition models, etc.
 
To Understand the various promotional aspects of Events:
 Promotion is one of the, if not the most important aspect of event management. It is vitalto communicate the event to the target crowd or there would be no turn out. This has tobe the most thought out and the strongest part of the entire plan. Events are increasinglybeing used as a platform by the marketers and the sponsors to promote there products,thus this is not only important for the organizers but also for the companies investingmoney in it as sponsors.
 
 3
 
To Understand the purchasing and buyer patterns in relation to
sponsor’s goods by the persons who attended the event:
PrimaryResearch, using questionnaire was used to understand that how is the buying pattern of the person affected, after he/she has attended the event , towards the products of thesponsors.
 
To understand which promotional material is most effective in
catching the person’s attention:
Multiple promotion
 
al materials such ashoardings, FM ads, T.V ads, newspaper ads, etc. are used for promoting an event. Theseinvolve heavy expenditure, thus the firm must decide as to which promotional materialshould be given more importance. Since every material has a different kind of reach, itbecomes very important to know which material is most effective in communicating tothe prospects.

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