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Journal articles on the topic 'Event marketing'

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Author: Grafiati

Published: 4 June 2021

Last updated: 2 March 2023

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1

Nufer, Gerd. "Event Marketing and Attitude Changes." Journal of International Business Research and Marketing 1, no. 3 (2015): 44–49. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.13.3004.

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The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail. The image transfer model is developed against the backdrop of selected event types often used in actual practice. The focus of its application lies mainly in brand-oriented leisure and infotainment events directed towards external target groups. The model provides a discussion and analysis of the impact category of the image transfer in event marketing. The paper explains that the possibility of an attitude change is given within the context of event marketing. The presented model serves to structure the image transfer in event marketing. It is intended to illustrate the steps that are involved in the emergence of an image transfer as well as the resulting alternative consequences.

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2

Selby, D. A. "Marketing event optimization." IBM Journal of Research and Development 51, no. 3.4 (May 2007): 409–19. http://dx.doi.org/10.1147/rd.513.0409.

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3

Setiawan, Romi, Dermawan Wibisono, and Mustika Sufiati Purwanegara. "Defining Event Marketing as Engagement-Driven Marketing Communication." Gadjah Mada International Journal of Business 24, no. 2 (June 2, 2022): 151. http://dx.doi.org/10.22146/gamaijb.63788.

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Event marketing has been one of the popular corporate marketing strategies for decades. The method is experiential and aims to transform not only attendees' perceptions but also their behavior. Despite this, several events have failed to build loyalty or the purchase intention beyond the entertainment value. In addition, event marketing now focuses on gaining purchase and visit intentions. When a company focuses on engagement, it causes an increased usage desire and longer customer lifetime value. However, as a consequence of such communications, research into the engagement effect of an event has been lacking. This study clarifies the literature review to better understand it. This study reviews 40 relevant scholarly publications from the Scopus database to build a novel concept of engagement-driven event marketing. This article narrows the search using event marketing characteristics. Previous research has found six event types: sports, festivals, concerts, special events, trade shows, and meetings. Five factors influence the attendees: purchase intention, visit intentions, word-of-mouth, brand loyalty, and brand equity . This paper presents a new event marketing model based on Nufer (2015) and Żyminkowska (2019). Attendee engagement is defined by the relationship among the event’s content, the event’s involvement, the event-brand image congruency, and the attendee’s experience of the event’s content. There are also suggested theoretical and managerial considerations.

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Nizyaev, Denis Alexandrovich, and Mariya Yurjevna Belyakova. "Pandemic Impact on Event Marketing of Racing Events." OrelSIET Bulletin, no. 2 (2022): 50–53. http://dx.doi.org/10.36683/2076-5347-2022-2-60-50-53.

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Satriya, Candra Yudha. "KONTRIBUSI EVENT MARKETING TERHADAP EKUITAS MEREK KOTA SOLO." Jurnal Ilmiah Komunikasi Makna 5, no. 1 (July 14, 2014): 42. http://dx.doi.org/10.30659/jikm.5.1.42-53.

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Event marketing telah tumbuh dalam industri pariwisata sebagai alternatif produk wisata yang sangat diperlukan untuk menarik wisatawan. Hal tersebut juga diadopsi oleh kota Solo. Dari mementaskan acara-acara kecil yang bersifat kebudayaan dan tradisi sampai menjadi tuan rumah mega-event seperti konferensi internasional atau Olimpiade PARA Games, event marketing telah digunakan sebagai daya tarik untuk menghasilkan kunjungan tambahan ke kota Solo. Event-event tersebut bisa memberikan kontribusi besar terhadap tercapainya tujuan pemasaran secara umum dengan membantu memperkuat citra. Serta juga bisa digunakan untuk membantu mempromosikan, memposisikan, dan memperkuat merek kota Solo. Dengan pendekatan konseptual ekuitas merek, paper ini membahas peran event marketing terhadap strategi branding kota Solo. Lebih khusus lagi, mengkaji kontribusi pelaksanaan event marketiing terhadap awareness, persepsi kualitas, asosiasi merek, loyalitas, dan positioning kota Solo. Keywords: pemasaran pariwisata; event marketing; brand equity Solo

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Wang, Ying, and Xin Jin. "Event-Based Destination Marketing: The Role of Mega-Events." Event Management 23, no. 1 (February 1, 2019): 109–18. http://dx.doi.org/10.3727/152599518x15378845225384.

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7

Liu, Lei, Jin Zhang, and Hean Tat Keh. "Event-Marketing And Advertising Expenditures." Journal of Advertising Research 58, no. 4 (October 27, 2017): 464–75. http://dx.doi.org/10.2501/jar-2017-043.

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8

Delattre, Eric. "Event Study Methodology in Marketing." Recherche et Applications en Marketing (English Edition) 22, no. 2 (June 2007): 57–75. http://dx.doi.org/10.1177/205157070702200204.

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9

Tripodi, John A., and Max Sutherland. "Ambush marketing – ‘An Olympic event’." Journal of Brand Management 7, no. 6 (August 2000): 412–22. http://dx.doi.org/10.1057/bm.2000.33.

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10

McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.

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Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.

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Gulati, Shruti. "AMBUSH MARKETING: THE UNOFFICIAL FREE RIDING." International Journal of Research -GRANTHAALAYAH 4, no. 9 (September 30, 2016): 45–54. http://dx.doi.org/10.29121/granthaalayah.v4.i9.2016.2533.

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Ambush Marketing has broken the stereotypical notions of the 4P’S of marketing. It has branched marketing to a totally different arena of publicity without actually paying for it directly. This usually involves conducting of marketing campaigns that seek association with a given massive events without actually providing compensation to the organizer of the event, even though there is a corporate rival as a sponsor involved. Ambush marketing include sponsorship of the event's broadcast, aggressive sponsorship of various categories of an event, and the conducting of high-profile non-sponsorship campaigns timed to coincide with the event. The big question arises to its nature as a moral act for which several legal steps are also being taken. Nonetheless ambush marketing has given scope of visibility to many startups and not so wealthy companies to free ride on the official sponsors. This research is undertaken after observation of the various sporting events which are the biggest playfield for its display. The data gathered herein is majorly secondary with help from various journals, magazines and search engines.

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Putri, Amalia Rosyadi. "Event Sebagai Media Branding Institusi." Dakwatuna: Jurnal Dakwah dan Komunikasi Islam 7, no. 1 (February 26, 2021): 21. http://dx.doi.org/10.54471/dakwatuna.v7i1.922.

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Promotional activities at a corporate will progress if they have various innovative ideas in promoting products. In this case, not only through advertisements or offers or sponsorships and brochures, but it is necessary to add the latest ideas or breakthroughs in promotion to create a corporate brand. There are many things that companies can do to carry out promotions, one of which is to hold an event with Integrated Marketing Communication to increase pranding in institutions. This paper is an important conceptual framework in analyzing the urgency of envent as an institutional branding medium using the concept of Integrated Marketing Communication theory with management, communication and marketing approaches.Events as institutional branding media can be analyzed pre-designing strategies using three marketing conceptions, namely segmenting, targeting and positioning. The next stage is to understand the pattern of marketing communication strategies at institutions. This pattern is a combination of three disciplines, marketing, communication and strategic management which then results. The final step is the implementation of sponsorship events as a form of integrated marketing communication tools, the implementation of this process is described in a planning framework in achieving the institutional vision.Keywords: Event, Media & Branding

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Резник, Галина, Galina Reznik, Т. Соколкова, and T. Sokolkova. "Event-Marketing As a Key Tool of the Complex Progress in the Service Sector." Scientific Research and Development. Economics of the Firm 8, no. 2 (August 7, 2019): 10–18. http://dx.doi.org/10.12737/article_5d0c94b2659926.01566707.

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Introduction: the article deals with the essence of event-marketing as a popular tool for promotion in the market, the place of event-marketing in the complex of marketing communications is determined. A study on the development of the Park of culture and recreation “Olympic” based on the use of event-marketing tools is carried out. The results of the study of existing tools to promote the Park are given, the motives and preferences of potential guests of the Park on the basis of a survey are identified, recommendations for its development are given. Materials and methods: the article uses the publications of well-known scientists, methods of abstract-logical, systematic, economic and statistical, comparative analysis, graphic, methods of sociological and marketing research (in the survey of consumers of the Park of culture and recreation “Olympic”). The results of the study: the analysis of existing ways to promote the services of the Park of culture and recreation “Olympic” showed that the Park is not enough and not often held various event-events. In addition, the events are not diverse, which indicates the lack of use of event-marketing tools in the Park. In this regard, a variety of events was offered, within the framework of the implementation of such areas as sport events, exhibitions and art creativity, leisure activities for young people, romantic events, catering, opening and restoration of the existing Playground, modernization of the roller rink and art cafe, opening of the Park of extreme species, improvement of the Park and the opening of the school with clubs for the implementation of creative directions. Discussion and conclusion: Improvement program Park development using the tools of event marketing will contribute to the implementation of the Federal program “Formation of a comfortable urban environment for 2018–2022.g.”, to increase the customer traffic, to improve the visitor traffic, average check, increase the quality of life of the population. For organizations in the sphere of communication services, Event-marketing is the most effective direction of direct communication and is one of the most popular and progressively developing tools.

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Wu, Shwu-Ing. "Competing Model of Event Marketing Activities." International Journal of Marketing Studies 8, no. 4 (July 27, 2016): 52. http://dx.doi.org/10.5539/ijms.v8n4p52.

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<p>Event marketing is the important strategy for the regional tourism development. It is worthwhile to be discussed that the cooperation between regional image and physical environment can shape the regional features and intensify tourists’ attitudes and tourist willingness towards regions. This study took the regular event marketing activities (Xinshe Sea of Flowers events in Taichung; Sakura Festival in Formosa Aboriginal Culture Village in Sun Moon Lake) held in two regions in Taiwan as the examples to discuss the effect of event marketing activities in different regions, regional image and physical environment on tourists’ experiential value, satisfaction, trust and commitment, so as to establish the competing model, compare the intensity difference in each path relationship and deeply analyze the effect of different event marketing activities.</p><p>After the analysis of 500 valid questionnaires, it can be found that: (1) the event marketing activities and physical environment in two regions both have the significantly positive effect on tourists’ experiential value; (2) The tourists’ experiential value has the significantly positive effect on satisfaction and trust; (3) The tourists’ trust has the significantly positive effect on commitment; (4) However, the regional image has no significant effect on tourists’ experiential value. Besides, there is significant difference in the influencing intensity of the two paths: (1) The tourists’ satisfaction for Xinshe Sea of Flowers events in Taichung has the significantly positive effect on trust, while there is no significantly positive effect in the other region; (2) The influencing intensity of tourists’ experiential value for Sakura Festival in Formosa Aboriginal Culture Village in Sun Moon Lake on trust is significantly greater than that in the other region. It can be seen that the event marketing in different regions can generate the impact with different intensity. Therefore, each region should cooperate with its physical environment to plan the characteristic event marketing strategies.<strong></strong></p>

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15

Wohlfeil, Markus, and Susan Whelan. "Event-Marketing as Innovative Marketing Communications: Reviewing the German experience." Journal of Customer Behaviour 4, no. 2 (July 1, 2005): 181–207. http://dx.doi.org/10.1362/1475392054797214.

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16

Fahreza, Mohammad, and Yuanita Indriani. "MARKETING STRATEGY FOR TAMAKREASI MINIGP EVENT." Jurnal Co Management 2, no. 1 (August 20, 2020): 207–20. http://dx.doi.org/10.32670/comanagement.v2i1.168.

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Euphoria of race event in Indonesia are very big and have many opportunity to make profit. With more than one million productive young people, Bandung has the big market target to fulfill the passion and enthusiastic race lovers. And also the growth sales of the motorcycle make and supporting component to the continuity progress on its demand highly contributing for the race event.Tamakreasi is a company based in Jakarta as a company in MICE (meetings, incentives, conferencing, exhibitions) industry. Their second MiniGP event will be held in Bandung in uncommon event place because they could not find an appropriate trade center or mall like their first event in Jakarta. That is why the probability of low traffic is considering high in their second event in Bandung. Internal analysis consists of STP and Marketing Mix analysis. On STP analysis, author found out that Tamakreasi MiniGP event targeted the costumers who lived in Bandung, like to watch unique motorcycle 208 Co-Management Vol. I, No. 2, Juni 2019race event, minimum education is high school, male gender, almost all generation, and living their lives as above middle social class. On marketing mix analysis, author found out that Tamakreasi want to deliver unique race competition experience both for their visitors and for their sponsors. External analysis consist of Porter 5 force analysis. What author found on Porter 5 forces analysis is that competitiveness tension of this industry is high, because from 5 forces there are three forces that considering high which are threat of substitutes, bargaining power of suppliers, and industry rivalry. Root caused analysis addressed three problems and two sub-problems, they are limited marketing communication activities, people did not familiar with their next venue in Bandung, and race circuit is in uncommon event space. Tamakreasi use marketing communication tools that combined as their promotional mix to solve these problems.To fix these problems, Tamakreasi use marketing communication tools which consists of Advertising, Public Relation, and Social Media. Advertising channel consists of brochure, x-banner, and billboard. Public relation channel consists of radio, TV, magazine, newspaper, and community. Social media channel consists of Facebook fan page, Instagram, youtube channel, and buzzer or social media influencer. The combination between all of these marketing communication tools called promotional mix. Promotional mix used as the strategy to overcome the issue that Tamakreasi face.

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17

Wood, Emma H. "Evaluating Event Marketing: Experience or Outcome?" Journal of Promotion Management 15, no. 1-2 (June 16, 2009): 247–68. http://dx.doi.org/10.1080/10496490902892580.

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18

Keyser, James A. "Marketing Medicine Through a Major Event." Health Marketing Quarterly 3, no. 2-3 (December 16, 1985): 159–74. http://dx.doi.org/10.1300/j026v03n02_19.

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19

Vignali, Claudio, and Stephen Henderson. "Weight Watchers: Social Event Centered Marketing." Journal of Food Products Marketing 14, no. 2 (May 28, 2008): 99–113. http://dx.doi.org/10.1080/10454440801921188.

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20

Harb, Ayman Abdo, Deborah Fowler, Hyo Jung (Julie) Chang, Shane C. Blum, and Wejdan Alakaleek. "Social media as a marketing tool for events." Journal of Hospitality and Tourism Technology 10, no. 1 (March 11, 2019): 28–44. http://dx.doi.org/10.1108/jhtt-03-2017-0027.

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PurposeThis study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.Design/methodology/approachThis study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience.FindingsBy using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5).Practical implicationsThis study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events.Social implicationsThis study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way.Originality/valueThe value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.

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Mintarsih, Cicih, and Sulistiono Sulistiono. "Pengaruh Personal Selling Dan Event Marketing Terhadap Minat Studi Lanjut Siswa SLTA Pada IBI Kesatuan." JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia) 4, no. 2 (December 15, 2020): 125. http://dx.doi.org/10.36339/jaspt.v4i2.346.

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Pengaruh Personal Selling dan Event Marketing menjadi salah satu strategi yang cukup efektif guna menarik minat siswa SMA/SMK untuk kemudian memutuskan melanjutkan studi lanjut. Tujuan penelitian ini adalah, (1) Untuk mengetahui pengaruh personal selling terhadap minat studi lanjut SMA/SMK pada Insitut Bisnis dan Informatika Kesatuan, (2) Untuk mengetahui pengaruh event marketting terhadap minat studi lanjut SMA/SMK pada Insitut Bisnis dan Informatika Kesatuan, (3) Untuk mengetahui pengaruh Personal Selling dan Event Marketing secara bersama-sama terhadap minat studi lanjut SMA/SMK pada Insitut Bisnis dan Informatika Kesatuan. Jumlah responden penelitian ini berjumlah 100 orang sebagai sampel penelitian yang terdiri dari end users yang merupakan siswa/i yang berada di daerah Kota Bogor dan Kabupaten Bogor, data penelitian diolah menggunakan software SPSS for Windows 21. Berdasarkan hasil analisis dan pembahasan dapat disimpulkan bahwa: (1) Personal Selling berpengaruh terhadap Minat Studi Lanjut, (2) Event Marketing tidak Berpengaruh Terhadap Minat Studi Lanjut, (3) Personal Selling dan Event Marketing berpengaruh secara bersama-sama terhadap minat studi lanjut. Berdasarkan hasil analisis data diperoleh persamaan regresi linier berganda sebagai berikut: Y=14,859 + 0,289 X1 + 0,87 X2 + error, ini berarti bahwa variabel Personal Selling (X1), Event Marketing (X2) memiliki efek yang positif pada variabel Minat Studi Lanjut SMA/SMK. Key Words : Personal Selling, Event Marketing, Minat Studi Lanjut

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Scott Erickson, G., and Roland J. Kushner. "Public event networks: an application of marketing theory to sporting events." European Journal of Marketing 33, no. 3/4 (April 1999): 348–65. http://dx.doi.org/10.1108/03090569910253189.

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23

Meyliana, Meyliana. "Analisa Strategi E-Marketing dan Implementasinya pada Rental Company." Binus Business Review 2, no. 1 (May 30, 2011): 31. http://dx.doi.org/10.21512/bbr.v2i1.1109.

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Customers are the main key for persistence of a company. The company could arrange old customers and attract new customers, as marketing event. Marketing is one component in customer relationship management. Marketing today has become a trend in doing promotion, increase new customers to expand target market, and maintain old customer loyalty to increase the company sales’ point volume. Supported by appropriate information technology, marketing event could be changed as events that give benefit to the company. Marketing event with information technology, e-marketing, is done to increase company image. After being analysed, this e-marketing strategy will be implemented to rental company.

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Ivanova, E. A., and V. A. Shlein. "Regional economy development using event marketing tools and tender procedures." Omsk Scientific Bulletin. Series Society. History. Modernity 6, no. 4 (2021): 163–69. http://dx.doi.org/10.25206/2542-0488-2021-6-4-163-169.

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The article discusses the territorial marketing role in managing their economic development, examines foreign and Russian experience in the event marketing use in the territory brand formation. The practice of holding gastronomic festivals as event marketing is studied. The authors developed recommendations to improve the procedures for preparing and conducting for territory marketing events including the preparation of technical specifications and a contract budget for participation in tenders for the purchase of holding event services.

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Mahendran, S., and M. Renuga. "A STUDY ON CONSUMERS ATTITUDE ON EVENT BASED MARKETING IN COIMBATORE CITY." International Journal of Advanced Research 10, no. 01 (January 31, 2022): 610–13. http://dx.doi.org/10.21474/ijar01/14080.

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In world, event based marketing has been changing the consumers attitude through more variety of products and services to the people with cost effective environment. These are factors influencing to purchase the products on event-based marketing place with more excitement. The consumers have been visiting the events for more availability of products and it provides more opportunities to humans. This article focuses the consumers attitude on event-based marketing in Coimbatore city. Structured questionnaire have represented to collect the consumers responses. For analysis, the researcher utilized the percentage analysis and ANOVA to find out the attitude changes towards event based marketing in the study area. The study denotes the consumers attitude and their attitude changes on event based marketing through the analysis results in Coimbatore city.

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Jaafar, Nor Safura, and Nasreen Khan. "Impact of Digital Marketing Innovation in Competitive Event Industry During Covid-19: Evidence from Malaysia and The United States." International Journal of Interactive Mobile Technologies (iJIM) 16, no. 09 (May 10, 2022): 130–45. http://dx.doi.org/10.3991/ijim.v16i09.27915.

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Events are crucial to the industry's growth and economic benefits. Nearly 1.5 billion people visit corporate events each year across the world. Even though the event was formerly regarded as the industry's fastest-growing segment, it is currently undergoing a significant transformation and shift because of the COVID-19 epidemic. Businesses are embracing digital marketing to communicate with their customers during this pandemic catastrophe. As a result, the pandemic has an impact on core ideas and marketing innovations. The objective of the research is to look at the effects of digital marketing in the event industry in Malaysia and the United States (USA) during covid-19. Samples of the study were consumers who attended virtual events in Malaysia and the United States (USA) for a period of two years following the pandemic Covid-19 from 2019 to 2021. This study used a survey questionnaire to obtain the primary data. The finding of the study showed that digital marketing has an influence on customer attitude, brand awareness, trust, and intention among the event attendees from Malaysia and United States. Finding further showed that brand awareness had minimal influence on the purchasing intention of event attendees from Malaysia and the United States (USA). Malaysian participants believe trust is the most important factor in developing an intention to join the event, whereas Americans believe that customer attitude is the most crucial aspect of developing an intention. This study recommends event planners develop digital marketing that keeps up with new technological innovations and changing customer expectations in terms of content that should be more tailored as well as wow-factor-filled attendee experience.

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Taylor, Ruth, and Tekle Shanka. "Cause for event: not-for-profit marketing through participant sports events." Journal of Marketing Management 24, no. 9-10 (November 24, 2008): 945–58. http://dx.doi.org/10.1362/026725708x381984.

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Mhlauli, Olwethu, and Ikechukwu O. Ezeuduji. "When Tourism Event Goes Rustic: Marketing a Rural Horse Racing Event in KwaZulu-Natal." African Journal of Hospitality, Tourism and Leisure, no. 11(1)2022 (February 28, 2022): 156–68. http://dx.doi.org/10.46222/ajhtl.19770720.218.

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This study assessed the role played by the existing marketing strategies in terms of positioning Dundee July rural horse racing event (in uMzinyathi District Municipality, KwaZulu-Natal Province, South Africa) on the tourism map, both within the province, and in South Africa at large. This study adopted the exploratory qualitative research method using purposive semi-structured interviews to collect data for analyses; hence its results are not conclusive. There is a further need to collect quantitative data from current and prospective attendees, on a larger scale, to validate the study findings and model customer expectations (customer orientation). However, this study’s exploratory findings revealed that the current marketing strategies and tools are not effectively promoting this event to attract a larger number of spectators and participants. As a feasible solution, this paper puts forward practical recommendations, emphasising on conditions, new marketing strategies and the right combination of both traditional and digital marketing tools to attract a critical mass of attendees to this event. Emphasis was also made on the best way to utilise appropriate marketing mix to position this event. The experience-setting must align to the original rustic nature of this event to optimise its authenticity.

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Tolstyakov, R. R., A. S. Petrenko, and I. N. Gorbunov. "Regional Event-Marketing: Multi-Criteria Evaluation of the Effectiveness of the Events in Tambov." Voprosy sovremennoj nauki i praktiki. Universitet imeni V.I. Vernadskogo, no. 4(82) (2021): 108–14. http://dx.doi.org/10.17277/voprosy.2021.04.pp.108-114.

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The article considers the problems of assessing the effectiveness of event marketing on the example of regional events held in the city of Tambov. The results of a survey of residents who participated in such events are presented. Criteria are presented that increase the satisfaction of citizens and, as a consequence, affect the recognition of both the event itself at the regional level and the commercial brands involved in organizing and conducting the event. Tracking of brands’ health has been created. Recommendations for improving the communication efficiency of event marketing are given.

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Ihnatenko, R. V. "EVENT-MARKETING AS A TYPE OF CREATIVE SOLUTION FOR MARKETING ACTIVITIES." Visnik Zaporiz'kogo nacional'nogo universitetu. Ekonomicni nauki 53, no. 1 (2022): 107–10. http://dx.doi.org/10.26661/2414-0287-2022-1-53-19.

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Kelly, Donna M., and Sheranne Fairley. "The utility of relationships in the creation and maintenance of an event portfolio." Marketing Intelligence & Planning 36, no. 2 (April 3, 2018): 260–75. http://dx.doi.org/10.1108/mip-11-2017-0270.

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Purpose Event portfolios promote synergies among events and stakeholders within a destination in order to maximise resources. The purpose of this paper is to examine the role of relationships in the creation and maintenance of an event portfolio using the four stages of Parvatiyar and Sheth’s (2000) process model of relationship marketing: formation, management and governance, performance evaluation, and evolution. Design/methodology/approach Nine semi-structured interviews were conducted with tourism and government stakeholders involved in the creation and maintenance of an event portfolio within a single destination. Findings The destination outlined clear strategic goals through an event strategy. An Events Board was established to bring together key stakeholders from tourism, events, and government to oversee the development of an event portfolio. The Events Board gave advice to relevant tourism and government stakeholders on which events they should provide funding. Developing relationships was not a stated objective, but the Events Board realised the importance of relationships to create and maintain the destination’s event portfolio. Long-term funding contracts were used as a mechanism to establish relationships and were an impetus for interaction. Relationships were also maintained through dedicated staff who managed the relationships between the destination stakeholders and the events. Practical implications Understanding factors that contribute to the successful creation and maintenance of event portfolios can inform destination stakeholders who are responsible for generating tourism through events. Originality/value Limited research has examined the creation and maintenance of event portfolios. This study provides insight into the central importance of relationships in creating and maintaining an event portfolio.

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Phuong, Tran Thi Kim, and Tran Trung Vinh. "Proposing an Extension of the Technology Acceptance Model to Explain Facebook User Acceptance of Facebook Event Page." Asian Social Science 13, no. 6 (May 30, 2017): 133. http://dx.doi.org/10.5539/ass.v13n6p133.

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The emergence and growth of social media today has changed the way that people communicate and interact with each other. Thus, social media has considered as an effective tool in the marketing campaign. In regard to event marketing, event planners and organizers use social media (e.g. social network sites) as an important marketing medium to increase the number of potential attendees to visit the events. However, the major challenge to event marketers is to fully understand the process of how social media marketing gain special event customers’ acceptance. This study chose Facebook event page as study context and applied the technology acceptance model (TAM) as theoretical foundation. In addition, this paper synthesizes the theoretical basis of the event marketing, emotional factors, perceived relevance and its application to social media (e.g., Facebook event page) from previous studies. The study aims to come out with a conceptual model (extended TAM) which explains fully inner-mechanism of the relationships among variables: (1) the emotions that online fansexpress on Facebook affect their acceptance of the Facebook event page as a legitimate marketing tool; (2) perceived relevance from user perspective influence their acceptance of the Facebook event page; (3) this “acceptance” mechanism has an impact on fans’ intentions to attend the event.

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KOÇAK ALAN, Alev, Ebru TÜMER KABADAYI, and Cansu KÖKSAL. "ENGAGING STUDENTS THROUGH EVENT MARKETING: AN EXAMPLE OF UNIVERSITY ENTREPRENEURSHIP EVENT." Business & Management Studies: An International Journal 5, no. 3 (December 19, 2017): 586–604. http://dx.doi.org/10.15295/bmij.v5i3.128.

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Despite the growing importance of event marketing, this study investigated the impact of entrepreneurship event on university students which was hosting by one of the leading university in Turkey. Three different assets of event image (event inventiveness, event appropriateness, event adequacy) were proposed to influence students’ satisfaction and revisit intentions. Research conducted to 468 students which participate in the entrepreneurship event for two days. For the analyses structural equation modeling technique was used. It was found that (i) the dimensions of event image (inventiveness, appropriateness, and adequacy) have an impact on students’ satisfaction and (ii) students’ satisfaction was a main driver of their revisit intention. Results, future researches and managerial implications were addressed.

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Nur Ilham, Muhammad, and Maya Amalia Oesman Palapah. "Strategi Marketing Public Relations X Motorcycle." Jurnal Riset Public Relations 1, no. 2 (February 7, 2022): 156–61. http://dx.doi.org/10.29313/jrpr.v1i2.501.

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Abstract. A company really needs the role of Marketing Public Relations to compete with its competitors. One of them is a business company in the field of fashion, namely CV. Bi-Ensi Fashionindo. In introducing one of its brands, namely FMC SpeedSupply, Marketing Public Relations conducted a program by participating in automotive events in the country and abroad. The event organized by FMC SpeedSupply is a national BBQ Ride event. With this event, Public Relations FMC SpeedSupply has a goal, namely to build Brand Awareness in the eyes of consumers. The purpose of this research is to find out how the strategies, barriers and evaluation of Marketing Public Relations through the “BBQ Ride” event conducted by FMC SpeedSupply in building Brand Awareness. The theory used in this study is three ways, namely pull, push, and pass. This research was structured using qualitative methods with a case study. While the data collection techniques were conducted by interview, observation, literature study and documentation. The results of this study found that in organizing the "BBQ Ride" event, there were several points that were explained, namely planning a strategy to determine goals, time of activities carried out, then determining the target public, then collaborating with several international and local brands. strategies to attract consumer interest and the results of the “BBQ Ride” event. There is a media optimization used by FMC SpeedSupply, namely FMC SpeedSupply using baligho media installed in several corners of the city of Bandung and using Instagram social media where Instagram has the Instagram business feature, feeds and stories to maximize its promotion. As for the obstacles and how FMC SpeedSupply overcomes them and the evaluation of FMC SpeedSupply in organizing this “BBQ Ride” event. Meanwhile, the reason why FMC SpeedSupply chose to hold the “BBQ Ride” event was to introduce this brand to the public and build brand awareness. Asbtrak. Suatu Perusahaan sangatlah membutuhkan peran Marketing Public Relations untuk bersaing dengan kompetitornya. Salah satunya adalah perusahaan bisnis di bidang fashion, yaitu CV. Bi-Ensi Fesyenindo. Dalam memperkenalkan salah satu brandnya yaitu FMC SpeedSupply, Marketing Public Relations melakukan program dengan mengikuti event-event otomotif yang ada didalam negeri maupun luar negeri. Event yang diselenggarakan FMC SpeedSupply adalah event nasional BBQ Ride. Dengan adanya event tersebut, Public Relations FMC SpeedSupply memiliki tujuan yaitu membangun Brand Awareness di mata konsumen. Tujuan adanya penelitian ini untuk mengetahui bagaimana strategi, hambatan dan evaluasi dari Marketing Public Relations melalui event BBQ Ride yang dilakukan oleh FMC SpeedSupply dalam membangun Brand Awareness. Teori yang digunakan dalam penelitian ini yaitu Three ways yaitu pull, push, and pass. Penelitian ini disusun menggunakan metode kualitatif dengan pendekatan studi kasus. Sedangkan teknik pengumpulan data dilakukan dengan wawancara, observasi, studi pustaka dan dokumentasi. Hasil dari penelitian ini ditemukan bahwa dalam menyelenggarakan event “BBQ Ride” tersebut ada beberapa poin yang dijelaskan yaitu merencakakan strategi menentukan tujuan, waktu & kegiatan yang dilakukan, lalu menentukan publik sasarannya, lalu bekerjasama dengan beberapa brand internasional maupun lokal, strategi menarik minat konsumen dan hasil dari event “BBQ Ride”. Terdapat optimalisasi media yang dimanfaatkan FMC SpeedSupply yaitu FMC SpeedSupply menggukan media baligho yang dipasang dibeberapa sudut kota Bandung dan menggunakan media sosial Instagram dimana Instagram memiliki fitur Instagram business, feeds dan story untuk memaksimalkan promosinya. Adapun hambatan dan bagaimana FMC SpeedSupply menanggulanginya serta Evaluasi FMC SpeedSupply dalam menyelenggarakan event “BBQ Ride” ini. Sedangkan alasan FMC SpeedSupply memilih menyelenggarakan event “BBQ Ride” untuk memperkenalkan brand ini kepada masyarakat dan membangun brand awareness.

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Ismailova, N. T., G. O. Abisheva, and D. T. Ismailova. "THE ROLE OF EVENT-MARKETING IN MANAGEMENT." SERIES OF SOCIAL AND HUMAN SCIENCES 6, no. 328 (December 15, 2019): 94–98. http://dx.doi.org/10.32014/2019.2224-5294.216.

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DONOHOE, HOLLY M. "World Leisure's Event Marketing and Communication Platform." World Leisure Journal 50, no. 3 (January 2008): 211–13. http://dx.doi.org/10.1080/04419057.2008.9674555.

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Harlin, Ginnell. "The WLO's Event Marketing and Communications Platform." World Leisure Journal 53, no. 3 (August 31, 2011): 240–42. http://dx.doi.org/10.1080/04419057.2011.607988.

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Crowther, Phil. "Marketing event outcomes: from tactical to strategic." International Journal of Event and Festival Management 2, no. 1 (March 22, 2011): 68–82. http://dx.doi.org/10.1108/17582951111116623.

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Daniel, Moise, Georgescu Bogdan, and Zgură Daniel. "The Use of Event Marketing Management Strategies." Procedia - Social and Behavioral Sciences 46 (2012): 5409–13. http://dx.doi.org/10.1016/j.sbspro.2012.06.448.

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Ferrand, Alain, and David K. Stotlar. "Introduction: New perspectives in sport event marketing." International Journal of Sport Management and Marketing 7, no. 3/4 (2010): 145. http://dx.doi.org/10.1504/ijsmm.2010.032576.

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Johnson, Cindy. "Decision '08: event marketing or product sampling?" Journal of Consumer Marketing 25, no. 5 (August 2008): 269–71. http://dx.doi.org/10.1108/07363760810890499.

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Talarico, Donna. "Event marketing tips: Showing up, following up." Recruiting & Retaining Adult Learners 20, no. 1 (September 19, 2017): 1–3. http://dx.doi.org/10.1002/nsr.30283.

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McKelvey, Steve, and Neil Longley. "Event-specific ambush marketing legislation for mega-sporting events: an economics perspective." International Journal of Sports Marketing and Sponsorship 16, no. 5 (October 1, 2015): 20–35. http://dx.doi.org/10.1108/ijsms-16-05-2015-b003.

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The bid process for hosting mega global sporting events mandates the enactment of event-specific ambush marketing legislation that provides extraordinary trademark law protections for private sports organisations and their official sponsors. Such event-specific ambush marketing legislation, or ESAML, has come under increasing scrutiny by academics and practitioners who question, among other things, the need for such legislation. One of the major areas of concern has become the potential social cost of such legislation that includes restrictions on free speech and curbs on marketplace competition. We apply economic theory as a means to explain why governments have been so willing to enact such legislation.

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McKelvey, Steve, and John Grady. "Sponsorship Program Protection Strategies for Special Sport Events: Are Event Organizers Outmaneuvering Ambush Marketers?" Journal of Sport Management 22, no. 5 (September 2008): 550–86. http://dx.doi.org/10.1123/jsm.22.5.550.

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Companies invest millions of dollars to become “official sponsors” of major global sporting events. The tremendous publicity and consumer audiences generated by such events provide an attractive marketing opportunity for companies other than the event’s official sponsors who seek to associate themselves in the minds of the public with the goodwill and popularity of these events. This activity, known as ambush marketing, poses significant legal and business challenges for sport event organizers seeking to protect both the financial investment of official sponsors and the integrity of their sponsorship programs. With rising sponsorship stakes, event organizers have become increasingly proactive in their efforts to combat ambush marketing. This article examines the implementation and effectiveness of a variety of evolving sponsorship program protection strategies including: pre-event education and public relations initiatives; on-site policing tactics; contractual language in athlete participation and spectator ticket agreements; and the enactment and enforcement of special trademark protection legislation.

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Taks, Marijke, B. Chris Green, Laura Misener, and Laurence Chalip. "Sport participation from sport events: why it doesn’t happen?" Marketing Intelligence & Planning 36, no. 2 (April 3, 2018): 185–98. http://dx.doi.org/10.1108/mip-05-2017-0091.

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Purpose The purpose of this paper is to present and use an event leveraging framework (ELF) to examine processes and challenges when seeking to leverage a sport event to build sport participation. Design/methodology/approach The study used an action research approach for which the researchers served as consultants and facilitators for local sports in the context of the International Children’s Games. Initially three sports were selected, and two sports were guided through the full leveraging process. Prior to the event, actions were planned and refined, while researchers kept field notes. Challenges and barriers to implementation were examined through observation immediately prior to and during the event, and through a workshop with stakeholders six weeks after the event, and interviews a year later. Findings With the exception of a flyer posted on a few cars during the track and field competition, none of the planned action steps was implemented. Barriers included competition and distrust among local sport clubs, exigencies associated with organizing event competitions, the event organizers’ focus on promoting the city rather than its sports, and each club’s insufficient human and physical resources for the task. These barriers were not addressed by local clubs because they expected the event to inspire participation despite their lack of marketing leverage. The lack of action resulted in no discernible impact of the event on sport participation. Research limitations/implications Results demonstrate that there are multiple barriers to undertaking the necessary steps to capitalize on an event to build sport participation, even when a well-developed framework is used. Specific steps to overcome the barriers need to be implemented, particularly through partnerships and building capacity for leverage among local sport organizations. Originality/value This study presents the ELF, and identifies reasons why sport events fail to live up to their promise to build sport participation. Necessary steps are suggested to redress that failing.

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Close Scheinbaum, Angeline, Russell Lacey, and Minnette Drumwright. "Social responsibility and event-sponsor portfolio fit." European Journal of Marketing 53, no. 2 (February 11, 2019): 138–63. http://dx.doi.org/10.1108/ejm-05-2018-0318.

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Purpose This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of sponsoring companies). It integrates a new antecedent and new moderators of ESR with extant findings to provide a comprehensive model that is theoretically grounded in social identity theory, congruency theory and image and affect transfer. Design/methodology/approach The authors test the theoretical framework via a field study of attendees (n = 879) at a sponsored, large-scale sporting event that provided ESR through health and wellness education and activities. A field study is especially appropriate because of the experiential nature of sponsored events and ESR. Findings Fan identification with the sport is an antecedent of ESR, and motivation to attend the event’s supporting activities moderates the relationship between fan identification and ESR. High event-sponsor fit strengthens the relationship between ESR and word-of-mouth and between ESR and sponsor patronage. Research limitations/implications This study illuminates the role of ESR as a key driver of outcomes for events and for their sponsor portfolio. Future research should investigate ESR in contexts other than sport and use longitudinal data that include actual purchases. It should further examine the construct of sponsor portfolio because so many events have multiple sponsors Practical implications Event sponsorship offers an attractive platform for brands to demonstrate good corporate citizenship; therefore, marketers should consider ESR as a key criterion when selecting events to sponsor. Marketers should sponsor events with high event-sponsor portfolio fit to enhance the outcomes related to ESR for both sponsors and events. This research generally underscores the importance of creating auxiliary, interactive experiences for event attendees. Social implications ESR entails that events should contribute or give back to the local communities and organizations in a charitable way to both help give back socially and to maximize success as measured by electronic word-of-mouth (eWOM) and sponsor patronage toward brands sponsoring the event. Originality/value This research identifies a new antecedent and new moderators of ESR and integrates them with extant findings to create a comprehensive, theoretically grounded model. It investigates outcomes for both the event and its sponsor portfolio, in contrast to the scholarship that tends to focus on the (title) sponsor.

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Romashkin, Viktor A. "Modern trends in event marketing in promoting the university brand." Neophilology, no. 3 (2022): 613–20. http://dx.doi.org/10.20310/2587-6953-2022-8-3-613-620.

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We consider current trends in event marketing in relation to various areas. Event marketing is focused on building a strong emotional connection between brand and audience. As the practice of domestic and foreign universities shows, event marketing is in demand in promoting the brands of an educational institution. We present the most striking cases of special events of domestic and foreign universities. Despite the downturn in the special events market caused by the pandemic, special events are becoming more diverse in form (a hybrid special event format has been developed) and more original in content. In the university environment, there has been a trend towards a transition from narrowly corporate events to events focused on the widest possible audience, from traditional events (“First-Year Student Day”, “Student Spring Festival”) to branded events that characterize the university as a subject of the public life of the region. As examples of special events aimed at various audiences, the events of the Derzhavin Tambov State University (“Career Forum”, “First-Year Student Week”, “Derzhavin Mile”, “Derzhavin Regatta”, “Derzhavin Ski Track”).

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Nashrudin Latif, Ferry Hariawan, and Bayu Rama Laksono. "KUSTOM KULTURE EVENT MARKETING AS A BRAND COMMUNITY CREATIVITY." Journal of Applied Management and Business (JAMB) 2, no. 2 (December 30, 2021): 78–83. http://dx.doi.org/10.37802/jamb.v2i2.210.

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The purpose of this study is to describe kustom cultural events as a form of branding program from Retro Classic Cycles Jogjakarta and House of Customland Surabaya. During the event, we saw a touch of creative creation of the kustom kulture brand community. This study uses a qualitative method. Data were obtained based on observations and interviews with several people involved in the annual kustom kulture event. In addition, the researcher also developed data collection by looking at the social media managers of Retro Classic Cycles and House of Customland. Research findings show that there are efforts to develop brand communities, initiators routinely carry out annual activities in kustom cultural events. The kustom kulture event presents creative culture from a variety of artistic collaborators, both fine art and motor builder, which inclusively makes event collaborators really enjoy and actively participate in displaying their artworks as a medium for creativity exhibitions. Originality shows that kustom culture events are used as community media for kustom culture activists Retro Classic Cycles and House of Customland, as an effective way to build a certain identity of a community, so as to increase public knowledge about kustom kulture. Therefore, the quality and quantity of kustom cultural events can be increased according to the differences and novelty of the theme of the event being held.

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Skard, Siv, Sunniva Adam, and Lise Fredrikke Engdahl. "Host or Sponsor? Consumer Responses to Event Origins and Brand-related Event Leveraging." Event Management 24, no. 6 (November 20, 2020): 753–67. http://dx.doi.org/10.3727/152599519x15506259856183.

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Companies can engage in event marketing either by creating and hosting an event or by sponsoring a preexisting event. Although these are well-established event marketing strategies, consumer responses to event origin (hosting vs. sponsoring) have received limited scholarly attention. This article presents an experimental study of event origin and brand-related event leveraging. The first purpose was to investigate consumers' evaluations of hosted versus sponsored events and hosting versus sponsoring companies, and to test mechanisms that may explain these differences. The second purpose was to test consumer responses to brand-related leveraging activities for both types of events. Results show that consumers' evaluation of the event and the company differs significantly depending on the event origin, and that both types of events have much to gain from brand-related leveraging. Key explanatory mechanisms for these effects are perceived sincerity of company motives, company–event fit, and perceived amount of resources invested in the event.

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Lubis, Evawani Elysa, Nita Rimayanti, and Rumyeni Rumyeni. "Event Marketing sebagai Bentuk Komunikasi Pemasaran Pemerintah Kabupaten Siak dalam Membentuk Brand Awareness "Siak the Truly Malay"." Jurnal Politikom Indonesiana 4, no. 2 (December 30, 2019): 260–73. http://dx.doi.org/10.35706/jpi.v4i2.3252.

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Marketing Event is one of marketing communication strategy that carried out by the district government to make their district become a tourist destination, and to get the investors who can invest their capital in theirs district. Beside, through marketing communication strategy the marketing event also performed regional brand and establish brand awareness in the minds of tourists. Therefore, the Government of Siak regency being aggressively promote their region by launching a regional brand that are “Siak The Truly Malay”, a slogan which reflected The Culture of Real Malay will be found in Siak. The purpose of this study want to analyze the determination of market segmentation is done by the Siak district government in implementing marketing communications strategies in build the brand awareness of the Siak The Truly Malay. The study also wants to understand that the marketing communication strategy in the form of marketing event which is undertaken by the Government of Siak in build the brand awareness and the media which used to promote the brand’s. The method which is used in the researches are qualitative, It’s is used five informants. The results of this study indicated that in unclear determination of market segmentation for tourists who are expected to visit Siak, meaning Siak District Government has not been able clearly identified their target market segments. While the strategy of marketing communication through marketing event which designed by Siak district government to build brand awareness 'Siak The Truly Malay' was not maximal because of the event is held not focus on culture only, but more to sporting events. The media which used to promote the event of 'Siak The Truly Malay' brand awareness are television, internet media, billboards, bannersKeywords: Marketing Communication, Event Marketing, Brand Awareness

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