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Event Marketing Project

Event Marketing Project

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Published by chimanshu77888

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Published by: chimanshu77888 on Jan 02, 2010
Copyright:Attribution Non-commercial

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03/06/2015

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Table of Content
1. INTRODUCTION6
1.1 CONCEPTUAL FRAMEWORK 81.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA121.3 RELATIONSHIP BETWEEN EVENT MEDIA AND 5Ps131.4 EVOLUTION OF EVENT MARKETING141.5 KEY ISSUES FOR EVENT MARKETING171.6 WHY EVENT201.7 SPONSORSHIP Vs EVENT MARKETING251.8 SIZE OF EVENT271.9 TYPES OF EVENT28
2. CRITICAL REVIEW OF LITERATURE33
2.1 WATERSHED EVENT342.2 THE KEY TAKE-AWAY342.3 ROLE OF EVENT MARKETING IN MARKETING MIX352.4 ROI DELIVERD BY EVENT MARKETING362.5 MEASURMENT IMPACTS ON EVENT MARKETING BUDGETS372.6 TRANSITION TO EXPERIENCE MARKETING39
3. RESEARCH METHODOLOGY41
3.1 OBJECTIVE OF THE STUDY413.2 NEED OF THE PROJECT413.3 SCOPE OF THE PROJECT423.4 METHODOLOGY431
 
 
4. EVENT MANAGEMENT A PROMOTIONAL TOOL44
4.1 EVENT DESIGNING444.2 COMMUNICATION EFFECTS OF EVENT MARKETING474.3 EVALUATION OF EVENTS504.4 REACH INTERACTION MATRIX594.5 RETURN ON ONVESTMENT604.6 KEY PROSPECT ANALYSIS634.7 HOW TO BUILD A SUCCESSFUL BUSINESSPROMOTION AND MARKETING PLAN 644.8 STATEGIC ALTERNATIVES674.9 RISK Vs RETURN MATRIX744.10 APPICABILITY754.11 ADVANTAGES OF EVENT76
5. ANALYSIS AND RESEARCH FINDINGS78
5.1 PRIMARY DATA ANALYSIS785.2 INTERVIEWS AND DETAILED DISCUSSIONS87
6. RECOMMENDATIONS907. CONCLUSION918. BIBLIOGRAPHY929. ANNEXURE94
9.1 QUESTIONNAIRE949.2 KEYS TO SUCCESFULL EVENT MARKETING959.3 SPONSORSHIP CHECKLIST 979.4 CASE STUDIES 982
 
 
1. INTRODUCTION
“We GENERATE Quality Business LeadsWe ENHANCE Your ProfileWe CREATE New Business OpportunitiesEveryone Knows Us as EVENTS”
Event marketing is growing at a rate of three times that of traditional advertising. Thoughrelatively small compared to the major components of the marketing communicationsmix-advertising, sales promotions and P-O-P communications-expenditures on eventsponsorship are increasing. Corporate sponsorships in India in 2001 were estimated at$3.9 billion-with 65% of this total going to sports events and most of the remainder spenton sponsoring entertainment tours or festival and fairs. Thousands of companies invest insome form of event sponsorship. Defined, event marketing is a form of brand promotionthat ties a brand to a meaningful athletic, entertainment, cultural, social or other type of high-interest public activity. Event marketing is distinct from advertising, sales promotion, point-of-purchase merchandising, or public relations, but it generallyincorporates elements from all of these promotional tools. Event promotions have anopportunity to achieve success because, unlike other forms of marketingcommunications, events reach people when they are receptive to marketing messages andcapture people in a relaxed atmosphere.Event marketing is growing rapidly because it provides companies alternatives to thecluttered mass media, an ability to segment on a local or regional basis, and opportunitiesfor reaching narrow lifestyle groups whose consumption behavior can be linked with thelocal event. MasterCard invested an estimated $25 million in sponsoring the nine-cityWorld Cup soccer championship in the United States in 1994 and will likely sponsor other big events in many countries as well.3

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