Rozprawy doktorskie: „Events marketing”

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Björnström, Marina, i Maja Lundmark. "Effective Events : A quantitative study analyzing if event marketing can help business students find a potential employer". Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-126703.

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The main object of this thesis is to study and explore if students at Umeå School of Business and Economics (USBE) can find potential employers though Event Marketing (EM). The authors will analyze EM as a tool for interaction and information, and if these tools will help students gain more knowledge about companies that can make them more interesting as potential employers. Previous research was found regarding both EM and Employer Branding (EB), however there was little research found on how they can be used together. There was also little research to be found from business students point of view since in both EM and EB the previous research had rather been done from a company standpoint. Therefore, with the aim to fill these research gaps the following research question was formulated: Does event marketing help business and economics students find potential employers? The study uses a deductive research design with a quantitative research strategy, and the data was collected using a self-completing questionnaire. The authors adopted objectivism and positivism as their research philosophical standpoints. The sample was drawn though multi-stage cluster sampling, the samples selected contained 384 students enrolled at USBE and 132 replies was received and analyzed. The questions in the online self-completing questionnaire were designed to measure variables such as information and interaction. Findings indicate that EM does help Umeå business and economics students find new potential employers. However, students do not feel that they learn that much about new companies, they do not feel that they are interacting with companies and they do not feel that they are gaining more knowledge about a company at an event. The findings contribute to the research field of business administration. Specifically, the merging of EB and EM and how it is perceived from a student´s point of view rather than from a company’s perspective. The students do believe that events are an effective way to meet companies, however the empirical results from event attendees show differently. The theories within the subject and the answers from students regarding if they believe in EM or not are counterintuitive. Therefore, this study opens up possibilities for future research.

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Weihe, Kerstin. "Erlebens- und Einstellungswirkungen von Marketing-Events : eine Analyse unter Berücksichtigung der Besonderheiten des Event-Marketing und Event-Sponsoring /". Göttingen : Cuvillier, 2008. http://d-nb.info/99230069X/04.

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Paiva, Helio Afonso Braga de. "Proposta de método de planejamento e gestão estratégica de marketing para empresas organizadoras de eventos em redes de turismo". Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-17052008-124726/.

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Esta é uma dissertação de caráter teórico-empírico que apresenta como resultado uma proposta de método ou seqüência de etapas com conceitos, análises, \"ferramentas\" e atividades fundamentais para realização do planejamento estratégico de marketing nas empresas organizadoras de eventos vistas como empresas inseridas em redes de organizações que atendem a demanda do turismo de eventos. Para se chegar a proposta de método foi realizada a revisão teórica de quatro obras e seus métodos, encontradas na literatura em marketing, turismo e eventos. As etapas (com suas atividades e análises) propostas nos métodos estudados foram selecionadas, reunidas e \"enriquecidas\" com o enfoque de rede e análises adicionais. No campo empírico, antes de ser estruturada e apresentada definitivamente, a proposta de método foi apresentada a especialistas e gestores de empresas organizadoras de eventos em entrevistas, na busca de contribuições. Os conhecimentos tratados na revisão teórica em contato com a experiência prática levantada nas entrevistas permitiram estabelecer um diálogo entre a combinação das teorias que compuseram o método pré-estruturado a partir de outros métodos e a prática dos gestores e especialistas gerando como resultado um novo conhecimento para a gestão de marketing de eventos.
This is a theoretical and empirical dissertation which presents as result a proposal of method or sequence of steps with concepts, analysis, \"tools\" and fundamental activities to the strategic marketing planning process at the special events organizer companies, seen as companies inserted in networks of organizations that deal with tourism events demand. In order to reach the method\'s proposal it was made a review of four books and its methods, found in the marketing, tourism and special events literature. The steps (including its activities and analysis) proposed at the method were selected, grouped and improved with the network focus and additional analysis. At the empirical field, before have been structured and presented definitively, the method proposal was presented to specialists and managers of events organizer companies on interviews in search of contributions. The knowledge collected by the theoretical review in contact with the practical experience raised from the interviews allowed establishing a dialog between the combinations of theories that composed the prestructured method from the other methods and the practice of specialists and managers generating as result a new knowledge for the marketing management of events.

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Schlesinger, Torsten. "Emotionen im Kontext sportbezogener Marketing-Events /". Hamburg : Czwalina, 2008. http://d-nb.info/991497562/04.

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Silva, João Duarte Galo Neves da. "Planeamento de comunicação de eventos : plano de comunicação integrada de marketing para o evento Queima das Fitas Coimbra 2018". Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14673.

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Mestrado em Marketing
Este trabalho, tem como finalidade, a elaboração de um Plano de Comunicação Integrada de Marketing para o evento Queima das Fitas Coimbra 2018, tendo por isso enfoque na temática de comunicação em eventos. Concorreram para o desenvolvimento deste projeto o facto da organização possuir pouco know how na área da comunicação e os seus constrangimentos em recursos financeiros. A elaboração deste plano visa alcançar um aumento de notoriedade, um incremento em bilhética, o crescimento de visitantes, uma melhor coordenação das ferramentas de comunicação e o reforço da identidade do evento. No que concerne à metodologia adotada neste plano, o objetivo do estudo foi descritivo e a estratégia adotada a action research. Este projeto assumiu um tipo de estudo com recurso a métodos mistos, utilizando uma amostragem não probabilística, sendo que as técnicas de recolha de dados incluíram dados secundários e a recolha de dados primários, através de entrevistas semiestruturadas, questionários e análise qualitativa de conteúdo de publicações em redes sociais. Os resultados obtidos permitiram concluir que o principal público-alvo ? estudantes do Ensino Superior em Coimbra, identifica os canais digitais como a ferramenta de comunicação preferencial e, apesar da notoriedade positiva do evento, existem alguns sinais de perda de identidade enquanto o mais tradicional evento académico do país. Em suma, de referir que as táticas sugeridas para este plano foram idealizadas com o pressuposto de abranger as preferências e hábitos dos principais públicos-alvo, sem descurar de uma aposta comunicacional a nível nacional que resulte numa expansão do evento enquanto marca.
The purpose of this work is to prepare an Integrated Marketing Communication Plan for the Queima das Fitas Coimbra 2018 event, focusing on the theme of communication at events. The development of this project was due to the fact that the organization has little know how in the communication area and its constraints on financial resources. The elaboration of this plan aims to achieve an increase of awareness, an increase in ticketing, the growth of visitors, a better coordination of the communication tools and the reinforcement of the identity of the event. Regarding the methodology adopted in this plan, the purpose of the study was descriptive and the strategy adopted was action research. This project assumed a mix-method study, using a non-probabilistic sampling, and the data collection techniques included secondary data collection and the collection of primary data through semi-structured interviews, questionnaires and qualitative analysis of content of publications in the social networks. The results obtained allow us to conclude that the target audience - students of Higher Education in Coimbra, identify the digital channels as the preferred communication tool and, despite the positive awareness of the event, there are some signs of loss of identity as the most traditional academic event from the country. It should be noted that the tactics suggested for this plan were conceived to cover the preferences and habits of the main target audiences, without neglecting a national communication program that would result in an expansion of the event as a brand.
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Stokes, Robyn L., i n/a. "Inter-Organisational Relationships for Events Tourism Strategy Making in Australian States and Territories". Griffith University. School of Tourism and Hotel Management, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20040218.160232.

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This research examines the impact of inter-organisational relationships of public sector events agencies on events tourism strategy making within Australian state/territories. The global expansion of events tourism and sustained interest in networks and relationships as conduits to strategy underpin this topic. Although public sector institutional arrangements exist in many countries including Australia to develop events tourism, there is no known empirical research of inter-organisational relationships for strategy making in this domain. Against this background, the research problem of the thesis is: How and why do inter-organisational relationships of public sector events agencies impact upon events tourism strategy making within Australian states and territories? Based on a review of themes and issues within the two parent theories of tourism strategy and inter-organisational relationships, a theoretical framework and four research issues are developed. These issues are: RI 1: How does the public sector institutional environment impact upon events tourism strategies and the inter-organisational relationships that shape them, and why? RI 2: How do events tourism strategy forms and processes reflect and influence events agencies' inter-organisational relationships, and why? RI 3: What are the forms and characteristics of events agencies' inter- organisational relationships for shaping events tourism strategies, and why? RI 4: What are the incentives and disincentives for events agencies to engage in inter-organisational relationships for events tourism strategy making, and why? Because this research explores a new field within events tourism, it adopts a realism paradigm to uncover the 'realities' of events agencies' inter-organisational relationships and strategies. Two qualitative methodologies are adopted: the convergent interview technique (Carson, Gilmore, Perry, and Gronhaug 2001b; Dick 1990) and multiple case research (Perry 1998, 2001; Yin 1994). The convergent interviews serve to explore and refine the theoretical framework and the four research issues investigated in the multiple case research. These cases are represented by the inter-organisational relationships of events agencies in six Australian states/territories. Findings about the public sector institutional environment (research issue 1) show that events tourism strategies are influenced by different public sector policies and influences, the organisational arrangements for events tourism, the roles of events agencies and the lifecycle phase of events tourism in each state/territory. In relation to events tourism strategy forms (research issue 2), reactive/proactive strategies that respond to or address arising events or opportunities are common with a limited application of formal planning strategies. However, events agencies' strategy processes do reflect a range of strategic activities of importance. Inter-organisational relationships of events agencies (research issue 3) are typified by informal, government-led networks that influence, rather than develop, events tourism strategies. Finally, the importance of a number of incentives and disincentives for agencies to engage in inter-organisational relationships for events tourism strategy making is established. The final conceptual model depicts the themes within all four research issues and links between them to address the research problem. The conclusions of this research make a major contribution to events tourism theory and build upon theories in tourism strategy and inter-organisational relationships. Further research opportunities are presented by these conclusions and the conceptual model which may be explored using other methodologies or alternative research contexts. Practical implications of the research for policy makers and agency executives relate to policy-strategy linkages, public sector organisational arrangements for events tourism, strategy forms and processes and frameworks to engage stakeholders in inter-organisational relationships for strategy making. Knowledge of incentives and disincentives for these inter-organisational relationships also provides a platform for events agencies to reflect upon and revise their modes of governance for events tourism strategy making.

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Stokes, Robyn L. "Inter-Organisational Relationships for Events Tourism Strategy Making in Australian States and Territories". Thesis, Griffith University, 2004. http://hdl.handle.net/10072/367441.

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This research examines the impact of inter-organisational relationships of public sector events agencies on events tourism strategy making within Australian state/territories. The global expansion of events tourism and sustained interest in networks and relationships as conduits to strategy underpin this topic. Although public sector institutional arrangements exist in many countries including Australia to develop events tourism, there is no known empirical research of inter-organisational relationships for strategy making in this domain. Against this background, the research problem of the thesis is: How and why do inter-organisational relationships of public sector events agencies impact upon events tourism strategy making within Australian states and territories? Based on a review of themes and issues within the two parent theories of tourism strategy and inter-organisational relationships, a theoretical framework and four research issues are developed. These issues are: RI 1: How does the public sector institutional environment impact upon events tourism strategies and the inter-organisational relationships that shape them, and why? RI 2: How do events tourism strategy forms and processes reflect and influence events agencies' inter-organisational relationships, and why? RI 3: What are the forms and characteristics of events agencies' inter- organisational relationships for shaping events tourism strategies, and why? RI 4: What are the incentives and disincentives for events agencies to engage in inter-organisational relationships for events tourism strategy making, and why? Because this research explores a new field within events tourism, it adopts a realism paradigm to uncover the 'realities' of events agencies' inter-organisational relationships and strategies. Two qualitative methodologies are adopted: the convergent interview technique (Carson, Gilmore, Perry, and Gronhaug 2001b; Dick 1990) and multiple case research (Perry 1998, 2001; Yin 1994). The convergent interviews serve to explore and refine the theoretical framework and the four research issues investigated in the multiple case research. These cases are represented by the inter-organisational relationships of events agencies in six Australian states/territories. Findings about the public sector institutional environment (research issue 1) show that events tourism strategies are influenced by different public sector policies and influences, the organisational arrangements for events tourism, the roles of events agencies and the lifecycle phase of events tourism in each state/territory. In relation to events tourism strategy forms (research issue 2), reactive/proactive strategies that respond to or address arising events or opportunities are common with a limited application of formal planning strategies. However, events agencies' strategy processes do reflect a range of strategic activities of importance. Inter-organisational relationships of events agencies (research issue 3) are typified by informal, government-led networks that influence, rather than develop, events tourism strategies. Finally, the importance of a number of incentives and disincentives for agencies to engage in inter-organisational relationships for events tourism strategy making is established. The final conceptual model depicts the themes within all four research issues and links between them to address the research problem. The conclusions of this research make a major contribution to events tourism theory and build upon theories in tourism strategy and inter-organisational relationships. Further research opportunities are presented by these conclusions and the conceptual model which may be explored using other methodologies or alternative research contexts. Practical implications of the research for policy makers and agency executives relate to policy-strategy linkages, public sector organisational arrangements for events tourism, strategy forms and processes and frameworks to engage stakeholders in inter-organisational relationships for strategy making. Knowledge of incentives and disincentives for these inter-organisational relationships also provides a platform for events agencies to reflect upon and revise their modes of governance for events tourism strategy making.
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Tourism and Hotel Management
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Martins, Maria João Santos. "Planeamento de marketing de eventos : plano de marketing para o festival NOS Alive 2020". Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17300.

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Mestrado em Marketing
O presente trabalho de projeto tem como principal objetivo a delineação de estratégias de marketing e plano de ação para o Festival de Música NOS Alive. Este objetivo será cumprido através da elaboração de um Plano de Marketing. Este projeto irá ser aplicado ao festival de música NOS Alive, o evento realiza-se desde 2007 no Passeio Marítimo de Algés, em Lisboa. É organizado pela produtora de eventos Everything Is New (EiN) e patrocinado pela NOS. O setor dos eventos e festivais de música é extremamente competitivo, sendo que, só em Portugal, realizaram-se 272 festivais de música, o que representou um aumento de 9,2% em relação ao ano anterior (APORFEST, 2017). Na metodologia, a estratégia utilizada foi baseada nos primeiros passos da action research, em que foram utilizadas tanto fontes primárias como secundárias, na recolha dos dados. Assim, múltiplos métodos de recolha de dados foram utilizados: (1) entrevista semiestruturada ao Diretor da EiN; (2) um questionário online aos participantes de festivais de música; e (3) dados secundários. Desta forma, com os procedimentos referidos anteriormente, foi possível a identificação dos principais pontos fortes e fracos do festival, bem como as oportunidades e ameaças do mercado. Assim, o Plano de Marketing desenvolvido apresenta diversas estratégias e ações, cujo foco é o crescimento contínuo e reforço da imagem do NOS Alive, bem como uma melhoria a nível de resultados alcançados.
The main objective of this project is the definition of a marketing strategy and an action plan for the NOS Alive Music Festival. This goal will be achieved through the elaboration of a Marketing Plan. This project is focused on the NOS Alive Music Festival, which is held in the Passeio Marítimo de Algés, in Lisbon, since 2007. The event is organized and produced by Everything Is New (EiN) and sponsored by NOS. The music festival industry is extremely competitive and, in Portugal alone 272 music festivals took place in 2017, representing an increase of 9.2% over the previous year (APORFEST, 2017). The methodologic strategy applied in this research project is based on the first steps of the action research methods, in which both primary and secondary sources were used in the data collection. Multiple methods of data collection were used: (1) a semi-structured interview with EiN's Director; (2) an online questionnaire targeted music festivals participants; and (3) secondary data. This way, considering the above-mentioned procedures, it was possible to identify the main strengths and weaknesses of the festival, as well as the opportunities and threats of this particular market. Therefore, the Marketing Plan developed presents several strategies and their implementation, focused in the continuous growth and reinforcement of the image of the NOS Alive festival, as well as in the improvement of the results achieved.
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Bergmann, Swana. "Entwicklung eines Evaluationsmodells zur Erfolgsmessung von Corporate Events". München FGM-Verl, 2005. http://deposit.ddb.de/cgi-bin/dokserv?id=2652924&prov=M&dokv̲ar=1&doke̲xt=htm.

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Ribeiro, Susana Correia. "Jornalismo turístico: os eventos no centro da notícia". Master's thesis, Escola Superior de Hotelaria e Turismo do Estoril, 2011. http://hdl.handle.net/10400.26/2406.

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A partir de finais do século XIX, o processo de democratização do turismo e da imprensa desenrolou-se paralelo, quando ambos deixaram de ser bens unicamente acessíveis às elites, passando a estar também ao alcance das massas. Nos dias de hoje o Turismo representa uma indústria de milhões, uma das mais importantes fontes geradoras de riqueza do Mundo, e é ao mesmo tempo uma actividade que promove a socialização e a disseminação de informação e cultura entre povos. Desde os primórdios que a informação é um factor determinante no desenvolvimento turístico, e os media (sobretudo a imprensa) desempenham um papel fundamental na sua disseminação, potenciando e dinamizando a promoção do turismo e dos seus produtos junto da Opinião Pública. Conscientes das sinergias que se desenvolvem entre ambos os sectores, este trabalho irá explorar o tratamento noticioso que a imprensa portuguesa dá aos temas turísticos, tendo o seu foco na cobertura mediática dos mega-eventos na imprensa escrita generalista. Além disso, pretende também reunir um conjunto de pistas que nos permitam entender melhor as relações e os laços que se estabelecem entre ambos. Visando retratar o mais fielmente possível a realidade observada, foi examinada e revista literatura de referência nos campos do estudo dos media, jornalismo, jornalismo de viagens e turismo. A revisão bibliográfica foi complementada por um caso de estudo de vertente mais prática, com a análise da cobertura jornalística, pelos quatro principais jornais generalistas portuguesas, da etapa portuguesa do Red Bull Air Race 2007 – 2009. Concluímos que no âmbito do estudo dos media ainda persiste uma visão estereotipada do jornalismo sobre temas turísticos, remetendo-o para um grau de especialização inferior aos restantes tipos de jornalismo. Um preconceito fundamentado no facto de em muitos dos casos, o jornalismo de turismo assentar no relato de experiências de lazer e de viagens, mas que desconsidera a importância da veiculação sobre turismo nos media, ignorando o papel que estes têm junto dos seus leitores, entre os quais também se incluem potenciais turistas. Analisamos a concepção crítica focada nos aspectos negativos daquilo que definimos como jornalismo de viagens, e pomos em evidência as suas limitações por não contemplar todo o universo do jornalismo de turismo, onde também encontramos o jornalismo turístico. Por fim, este trabalho vem testar teoria de que, cada vez mais, o turismo e os eventos ganham lugar na imprensa escrita portuguesa. E que, contrariamente ao estereótipo q que se verificava no passado estes temas já vão sendo apresentados nas notícias com elementos comuns às hard news, e tendencialmente apresentados junto da Opinião Pública como assuntos «sérios» que fazem parte da actualidade.
In late nineteenth century, both tourism products and media began to be accessible to masses, and not only to the elites, thus beginning a simultaneous democratization process. Tourism evolved to be, nowadays, a worldwide strong revenue industry, and, at the same time, an activity which boosts social contacts and the spreads information and culture amongst people. Information is, since the very first moment, an essential factor to tourist development and the media, and mainly printed media, play a key role in this process, contributing to spread and boost tourist promotion and products amongst the public opinion. Aware of the synergies established between both sectors, this paper aims to explore the approach of Portuguese Media to the tourism area, focusing in the large events’ media coverage by general print media. Additionally, the paper also points out some clues that allow us to a better understanding of the relation and bonds established between tourism and media. Aiming to closely report the reality observed, we examined and reviewed reference literature concerning media analysis, travel and tourism press. The bibliographic review was completed by a more practical case study, namely the analysis of the Portuguese Stage of Red Bull Air Race 2007-2009 coverage made by the four more important general newspapers in Portugal. We conclude that, in what concerns media analysis, there is still a stereotyped vision referring to tourism press, considering it less specialized than other thematic press areas. A prejudice based in the fact that, in many cases, tourism press focuses on leisure and travel experiences, but not accounting the fact that this type of journalism has a great influence in the readers, including potential tourists, having the potentially impacting, in a practical way, in the market which they report. We have also analysed the critical concept focused in the negative issues of what we named “Travel press”, highlighting its limits, which result from the fact it doesn’t consider all tourism press universe, where we also include tourism press. Finally, this work aims to put the test the theory that, increasingly, tourism and events are gaining momentum in the Portuguese printed media. And that, contrary to the previously dominant idea, these themes are, nowadays, presented in the news as common elements of hard news, and also presented to public opinion as “serious” themes integrating the daily news.

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Neubauerová, Ilona. "Analýza event marketingu vybrané studentské organizace". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-124873.

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The aim of my Master's thesis is to analyse event marketing in the organisation ESN VSE Prague - Buddy System o.s. The thesis is devided into two parts. The theoretical part consists of explaining the terms event marketing as a part of the marketing mix, a typology of events and the proper planning of events. The practical part focuses on the analysis of the event called Nation2Nation. Here I describe how the event was organised in the very beginning and deal with the analysis of the current situation. I set up three hypotesis that I confirmed on the grounds of my analysis. The primary source of information were questionnaires filled by visitors, interview with the former head of Nation2Nation and my observation. In the final chapter I made a summarizing evaluation and recommendations.

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Nyamutsambira, Kudakwashe Don. "A framework for event marketing for Nelson Mandela Bay". Thesis, Nelson Mandela University, 2016. http://hdl.handle.net/10948/13647.

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Recent times have seen the increased proliferation of the concept of applying events in promoting destinations. This can be attributed to the effectiveness of events in solidifying the image and attractiveness of destinations. Currently, South Africa ranks as the twenty second most popular location for hosting events and has a foothold of 2.5% of the global event market share. The global pervasion of events has changed the dynamics that surround how destinations are promoted and has also significantly impacted the tourism industry and the respective tourist patterns of consumption. Literature suggests that events are gradually moving from previously being viewed as a complementary leisure activity towards becoming a primary source of attraction for destinations. Literature also confirms the extensive inclination of cities in the use of events for branding destinations. The primary problem that this study investigates is the lack of substantial knowhow with respect to how events can be presented in order to augment and enhance the attractiveness of Nelson Mandela Bay. There is no substantial blueprint that is capable of informing from the perspective of event marketers, how best they can drive a successful event marketing imperative that the local and external consumers can appreciate. Additionally, Nelson Mandela Bay has over the recent years encountered a significant amount of losses stemming from the events realm of its tourist offering. The most recent and calamitous of its losses to date has been estimated at R200 million, which escaped the coffers of the local economy as a result of the internationally applauded IRB World Sevens event moving from the metropolis to Cape Town. This has caused disconcerted and agitated sentiments across business and tourism leadership locally. Since 2011, the IRB World Sevens Series cultivated over R1 Billion towards the local economy. Losses in terms of showcasing the city to a global audience on highly established and followed media platforms are also expected. In addition, given the lack of knowledge with respect to event marketing dynamics, the “Twelve Events in Twelve Months”, an initiative that will see different event themes being launched within the twelve calendar months of the year in Nelson Mandela Bay, runs a high risk of failing to take off upon its launch because local residents and potential tourists, both national and international will lack the knowledge sufficient to stimulate their acceptance and attraction to this concept. This study aims to investigate the concepts, notions and critical success factors that event marketers can apply in order to increase the success of the event marketing imperative in Nelson Mandela Bay. The success of event marketing is expected to increase the attractiveness of Nelson Mandela Bay and brand it as a viable destination to prospective stakeholders. To evaluate the conceptual framework that was suggested by this study based on the literature review, an empirical evaluation was performed amongst the residents of Nelson Mandela Bay through the application of a questionnaire that was electronically and physically distributed. This questionnaire received 3 659 responses and measured respondents’ access and usage of media facilities. It also measured the perceptions of the current state of events in Nelson Mandela Bay. Furthermore, the questionnaire evaluated the destination image of Nelson Mandela Bay. Moreover, hypotheses were tested to evaluate the assumptions that the manner in which events are packaged, placed, positioned and promoted will enhance the attractiveness of Nelson Mandela Bay as a destination. The findings of this study suggest that the strategic bundling, placing, promoting and positioning of events is critical towards advancing an event marketing imperative and sustaining it in the long term. Additionally, the study also indicates that the successful development of a comprehensive event marketing initiative will enhance the attractiveness of Nelson Mandela Bay as a destination. The study thus concludes that event marketers can apply the proposed event marketing framework as a blueprint for informing their strategic development of event concepts in order to enhance their potential for success. The successful establishment of event offerings will consequently amplify the destination attractiveness of Nelson Mandela Bay. This research’s deliverables are expected to positively influence and reinforce the productivity of the social interactions that encompass Nelson Mandela Bay. Essentially, a framework that credibly guides the event marketer’s thinking in developing event concepts for the city is expected to enhance the attractiveness, sustaining and success of events therein. The success of events is expected to widen business prospects within the city. Moreover, eminent events are also expected to position Nelson Mandela Bay as a formidable player, and an attractive destination to aspiring investors, decision makers and visitors. This is expected to widen the resource base of the local players within the city, and motivate for more collaboration amongst them in a quest of deriving mutual gain from the city’s progression. In view of these notions, this study can be grounded in the social capital theory.

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Karlsson, Emelie. "Svart bälte i ryktesspridning och events : [en studie i PR-strategierna Buzz och Event marketing]". Thesis, Halmstad University, School of Social and Health Sciences (HOS), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4301.

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Syftet med studien är att reda ut vilken roll strategierna Buzz och Event marketing har i PR-branschen idag samt hur de strategiska kommunikatörerna och målgruppen förhåller sig till dem. Studien undersöker också de behov och möjligheter strategierna i kombination har och ska på så sätt generera ny kunskap till grund för strategiernas fortsatta utveckling.

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Mira, Ana Margarida Lopes. "A influência do marketing nos eventos de Taekwondo". Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19427.

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Mestrado em Marketing
Este estudo tem como principal objetivo perceber como aumentar a notoriedade do Taekwondo através dos seus eventos desenvolvendo, para tal, um planeamento de marketing. Revendo a literatura de marketing desportivo e de eventos, tal como alguma da literatura de planeamento de marketing, optou-se por realizar um método misto, na recolha de dados com recurso a quatro entrevistas e inquéritos online por questionário a 217 respostas válidas de respondentes com ligação a artes marciais, incidindo no marketing mix dos eventos de Taekwondo. Após recolha e análise dos dados, com uma dimensão de amostra que garanta a validade do estudo, espera-se que fatores como a comunicação do evento, as condições para os atletas e espectadores, e a introdução da aculturação em relação à origem do Taekwondo, potencializem os seus eventos e respetiva modalidade. Através destas descobertas, o projeto tem o intuito de contribuir ao nível teórico para o enriquecimento da informação existente sobre o tema, visto que existe pouca pesquisa de marketing aplicada diretamente aos eventos de Taekwondo, e ao nível prático, pretende-se proporcionar contributos diretos para a melhoria da performance obtida em futuros eventos desportivos desta modalidade, com um planeamento estruturado e objetivo, com um maior foco no espectador através da realização de espetáculos, demonstrações e apostando num maior investimento ao nível da comunicação.
The main purpose of this study is to understand how to increase the Taekwondo's notoriety through it´s events, by developing marketing planning. Through the review of some of the sports marketing, event marketing and strategic marketing plan literature, a mixed-method research approach was pursued, selecting a data collection using four interviews and online surveys through questionnaires with 217 valid responses from respondents connected to martial arts, focusing on Taekwondo events' marketing mix. After data collection and analysis, with a sample size that ensures the validity of the study, it is expected that phenomena such as the communication of the event; the conditions for athletes and spectators; and the introduction of the acculturation of the origin of Taekwondo, will enhance their events and the modality. Through these findings, this project aims to contribute at the theoretical level to the enrichment of Taekwondo events' knowledge, and at the practical level, it is intended to provide direct contributions to Taekwondo, improving the future sporting events' performance, with a structured and objective planning, focusing on the spectator through the performance of shows, demonstrations and more investment in communication.
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Liikamaa, Johanna. "Intersport and their sponsored events - A case study of sponsorship relations". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-8481.

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The aim of this thesis is to investigate and reflect about the different sponsorship relations between a Swedish sports retailer and their sponsored events. My case for this thesis is the brand Intersport and I am investigating the phenomena sponsorship and their different sponsorship relations and in this case in relation to sport events. A qualitative study has been conducted by doing interviews with representatives from three different events that Intersport are sponsoring, two interviews with Intersport and also observations during two of the events. Furthermore, a theoretical framework within sponsorship has developed through this process. The result of this study showed that there are different kinds of sponsorship relations between Intersport and their sponsored events. Moreover, there are differences in terms of how they are ranking sports and how much money and time they are investing in the specific events. This study showed that Intersport has different levels of professionalism and business relationships. Partille Cup has the highest position on that scale, Stockholm Marathon Group has the second place and Gothenburg Youth Games is in the bottom. The interviews resulted in a clear picture of how these sponsorship relations look like, the underlying reasons for cooperating with Intersport and this means that they are seeing the sports retailer as a large player, a good channel in terms of being connected to them and increase their awareness but also as a partner who can offer relevant products for their events. Lastly, meaningful relations is a key factor here and my result showed that it goes both ways.

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Weiss, Dirk P. "Strategische Gestaltung des Lebenszyklus von Mega-Events /". Wiesbaden : Gabler, 2008. http://d-nb.info/987655787/04.

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Larsson, Louise, Sophie Längvik i Linnéa Kjörling. "How does Event Marketing work on Social Media? : A qualitative study exploring Event Marketing in a Social Media context". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85831.

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Background: Event marketing is a way for businesses to entertain consumers and promote the brand or product through the use of events. Within event marketing, entertainment, excitement and enterprise are important concepts to include in order to create a successful event. Purpose: The purpose is to explore event marketing in a social media context. The research question is “How is event marketing on social media experienced?” Methodology: This research undertook a qualitative research approach of explorative nature. Un-structured in-depth interviews was conducted with seven participants, sampled with quota sampling. The participants were selected with the criteria of being between the ages 16-34 and using social media and having previously experienced event marketing on social media. After these seven interviews had been conducted, saturation was reached. Conclusion: The main findings of this research are that entertainment, authenticity, innovation and quality are important categories of event marketing in a social media context. Thus, all four categories have an impact on the experience of an individual seeing a marketing event on social media. The category entertainment was shown to be influenced by authenticity, innovation and quality, which in turn has an effect on the experience of the viewer of the event.

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Bobel, Tilo. "Logistikorientiertes Management von Events : Grundlagen und Handlungsempfehlungen für die Eventlogistik /". Bern ; Stuttgart ; Wien : Haupt, 2009. http://d-nb.info/991034562/04.

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Paul, Jessica. "Social Events Wertewandel in der Eventbranche". Saarbrücken VDM, Müller, 2005. http://deposit.d-nb.de/cgi-bin/dokserv?id=2866168&prov=M&dok_var=1&dok_ext=htm.

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Sedevitiz, Márcia Mercês Martins. "Eventos culturais para a recordação da marca: estudo do evento Tim Festival". Universidade Metodista de São Paulo, 2006. http://tede.metodista.br/jspui/handle/tede/758.

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This study analizes the cultural events role as a powerful element for socialization on branding strategy communication to the market. Main objectives was to delineate the use of Marketing Integrated Communication as a tenable differential, the Cultural Marketing faces new ways to communicate to the competitive market, the branding contextualization and the cultural events as a branding instrument. The methodology used enfolded bibliography, documental research, questions and a case study of Tim Company, with the Tim Festival, 2005 edition in São Paulo. Among the conclusions, it was confirmed that the traditional publicity is losing to events, but, at the same time, just events are not sufficient, there are the necessity to work together with others promotional activities. It was verified too that cultural events communicate the message on an enthusiastic way, and finally, the considerations about the rewarding relation of event to the branding memory.(AU)
Este estudo analisa o papel dos eventos culturais como um potente elemento socializador na estratégia da comunicação da marca com o mercado. os principais objetivos são retratar o uso da comunicação integrada de marketing como um diferencial sustentável, o marketing cultural frente às novas formas de comunicação com o mercado, a contextualização da marca e os eventos culturais como instrumento de branding. A metodologia desta pesquisa constitui-se em bibliografia, pesquisa documental, entrevistas e o estudo de caso da empresa Tim com o recorte Tim Festival edição 2005 em São Paulo. Dentre as conclusões encontradas, confirmou-se que a propaganda tradicional vem perdendo espaço para os eventos, mas ao mesmo tempo, por si só não se bastam, havendo a necessidade de atrelá-los a outras atividades promocionais. Verificou-se também que os eventos culturais comunicam a mensagem de forma envolvente e finalmente a consideração sobre a relação gratificante do evento com a lembrança de marca.(AU)

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Dizmon, Khara Louise. "The application of marketing and communication theories on community festival event planning". CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3291.

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The objective of this project is to provide public relations practioners with an understanding of marketing concepts and communication theories as they apply to the production of a local community event. This project is also intended to be a resource for other public relations practioners involved in the process of communicating with a variety of audiences and to fulfill the void of scholarly research on the subject of event planning. The end result is expected to be a resource for event planners, providing tips and insights into the development of the community festival, Orange Blossom Holiday Village.

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Svenhed, Kristin, i Anna Gustafsson. "Perfect creation for a win-win situation : Four case studies of corprate events". Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1117.

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It is becoming increasingly difficult, although very important, for companies to reach out to its customers and differentiate themselves in the market place. The main reason is that the competition is extremely intensified and customers can quite easily switch between suppliers. Focusing on relations is a way for companies to overcome some obstacles of competition that is evident in today’s market place. One way for companies to reach its customers, strengthen the relation, and meet them face-to-face is to create events. How-ever, finding the target group and motivating individuals to attend events is an important issue for the companies arranging events. There has to be a match between what the company arranging the event want to communicate and what the invited individual expects to gain out of attending the event. It is further important to direct the event towards certain individuals and also to make sure that the invited people actually attend the event.

The purpose of the thesis is to explore how companies can arrange meaningful events to a targeted audience and examine what factors motivates the individuals to actually attend these events.

An inductive approach is mainly used since it allows for flexible structure where empirical data is collected and before applying appropriate theoretical framework. The authors have further chose to collect data in a qualitative manner as this allows for open ended inter-views which can generate in deeper understanding of the reasons for individuals to attend corporate events. The primary data was based on interviews related to four corporate events previously taking place.

The authors found that there are numerous reasons for creating corporate events mainly because events are a platform that naturally integrates many marketing activities. When targeting individuals a personal contact can increase the likelihood that the invited people will attend an event. The reason is that through direct communication a person has the opportunity to tailor the invitation by explaining the reasons for why this particular person should find the event important and interesting to attend. Corporate events should offer valuable information for the attendees otherwise there is risk that invited individuals will not attend an event. Individuals attend events for the purpose of interacting with representatives from the arranging company as well as people from other attending companies. It can be concluded that a corporate event should be work related in some how and include new information and/or offer networking possibilities.

Det blir allt svårare, men ständigt mer viktigt, för företag att nå ut till sina kunder och differentiera sig på marknaden. Den främsta anledningen är att konkurrensen är mycket intensiv och det är förhållandevis enkelt för kunder att byta leverantörer. Genom att fokusera på relationer kan företag övervinna några av de konkurrenshinder som är påtagliga på dagsläget. Genom skapande av events kan företag nå sina kunder, möta dem öga mot öga och där-med stärka relationen till dem. För att lyckas med detta är det viktigt för företag att hitta de tilltänkta målgrupperna och motivera individer till att bli intresserade och faktiskt besöka eventet. Det är viktigt att anpassa ett företags motiv för skapandet av ett event men det som de inbjudna individerna förväntar sig få ut av att besöka eventet. Det är vidare viktigt att ett event riktas mot de tilltänkta individerna och för ett företag att se till att de inbjudna verkligen besöker eventet.

Uppsatsen syftar till att undersöka hur företag kan arrangera meningsfulla events för en tilltänkt målgrupp och ta reda på vilka faktorer som motiverar individer att faktiskt besöka dessa events.

Ett induktivt tillvägagångssätt används till största delen i uppsatsen eftersom det är tillåter en flexibel struktur där författarna utgår från empirisk data för att sedan hitta lämplig teori. Författarna har även valt att använda kvalitativ data eftersom det möjliggör öppna intervjuer som kan ge djupare inblick i hur företagsevent kan skapa mervärde för ett företag och dess besökare och förståelse för de inbjudnas motivationsfaktorer. Primär data baserades på intervjuer med individer relaterade till fyra olika företagsevent som tidigare ägt rum.

Studien visar att företag har många olika skäl till att arrangera events och den främsta orsaken till detta är att events är ett forum som integrerar flera marknadsföringsaktiviteter på ett naturligt och ofrånkomligt sätt. När ett företag marknadsför ett event till en tilltänkt målgrupp kan personlig direktkontakt öka sannolikheten att de inbjudna kommer att besöka eventet. Anledningen till detta är att direktkommunikation ger ett företag möjligheten att skräddarsy inbjudan genom att förklara varför just denna individ bör besöka eventet och varför det bör vara viktigt för denne. Ett företagsevent bör erbjuda besökande individer värdefull information, i annat fall riskerar företaget att många individer inte kommer priori-tera just detta event. Individer besöker företagsevent i syftet att integrera med representan-ter från det arrangerande företaget och individer från andra besökande företag. Studien visar att företagsevent bör vara arbetsrelaterade i dess utformning och erbjuda intressant in-formation och/eller erbjuda integrationsmöjligheter.

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Paul, Jessica. "Social Events : Wertewandel in der Eventbranche /". Saarbrücken : VDM, Müller, 2006. http://deposit.d-nb.de/cgi-bin/dokserv?id=2866168&prov=M&dok_var=1&dok_ext=htm.

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Chan, Ut Wa. "Factors influencing the purchase of tickets to cultural events". Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636690.

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Ribeiro, Andersson Teixeira. "Eventos de corrida de rua em Fortaleza-Ce como comunicaÃÃo de marca". Universidade Federal do CearÃ, 2009. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15679.

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Este estudo teve por objetivo verificar se os eventos de corrida de rua transmitem valores de marcas. Estudo quantitativo do tipo transversal, de carÃter exploratÃrio e descritivo, foi desenvolvido com indivÃduos praticantes de corrida na Avenida Beira Mar, localizada na cidade de Fortaleza, CearÃ. A amostra foi composta por 153 corredores. Os dados foram coletados por meio de formulÃrio durante os meses de maio a julho de 2009. A anÃlise dos dados deu-se com apoio do software SPSS 16.0. Verificou-se uma predominÃncia do sexo masculino, em sua maioria, solteiros, que trabalham em perÃodo integral e com nÃvel superior de escolaridade. Estes tinham em mÃdia 34 anos, e a metade deles ganhava mais de R$: 4.000 por mÃs. Dentre os eventos, a Maratona de Revezamento do PÃo de AÃÃcar foi a que teve mais adeptos entre os entrevistados. Encontrou-se como maior incentivo Ã participaÃÃo nos eventos de corrida de rua a participaÃÃo de outros amigos. JÃ em relaÃÃo Ã representatividade dos eventos para os corredores, notou-se que mais da metade considera a participaÃÃo nessas corridas uma sensaÃÃo de bem-estar. Com relaÃÃo Ã propensÃo a compras de produtos das marcas patrocinadoras, apÃs participar desses eventos, constatou-se que metade da amostra possivelmente compraria tais produtos. Lembrando que pouco mais da metade dos entrevistados afirmaram prestar atenÃÃo Ãs marcas patrocinadoras dos eventos de que participaram.
This study had the objective to verify if the events of street race transmit values to brands. Quantitative study of the transversal type, exploratory and descriptive character, developed with practicing individuals of race in the Avenue Side Sea, located in the city of Fortaleza, CearÃ. The sample was composed for 153 corridors. The data had been collected by means of form during the may months the july of 2009. The analysis of the data if gave with support of software SPSS 16.0. A predominance of the masculine sex was gotten, in its majority, bachelors, working in integral period and with superior level of the school. These had 34 years on average, and the half of them gained R$4.000 to the month more than. Amongst the events, the Maratona de Revezamento PÃo de AÃucar was the one that had more adepts between the interviewed ones. The participation of other friends met as bigger incentive to the participation in the events of street race. Already in relation to the representation of the events for the running ones one notices that more than the half considers the participation in these races a welfare sensation. With regard to the propensity the purchases of products of the marks sponsors after to participate of these events, indicated that half of the sample would possibly buy such products. Remembering that little more than the half of the interviewed ones had related to give to attention to the brand sponsors of the events that had participated.

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Gallego, Angélica Helena Santini Montes. "CRIANÇA ESPERANÇA: comunicação e marketing da Rede Globo". Universidade Metodista de São Paulo, 2007. http://tede.metodista.br/jspui/handle/tede/767.

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This paper has, as a purpose, to analyze the Criança Esperança Project, by Globo Television Network. It attempts to identify whether it is a philanthropic activity through which the company helps the Brazilian society, by reporting the results and informing on the donations divulged by its own media or a Social Marketing Communication Strategy to promote the organization, in addition to helping the community according to the proposed actions and utilizing its Public Relations tools in the Project, in order to consolidate the company s institutional image, by articulating its audience and managing the integrated communication. This research based its conclusions on the analysis on the amounts donated by the show/program viewers; the show/program ratings and the participation of partners and sponsors. These items were trustful indicators for a successful or even unsuccessful communication strategy of the Project. The methodology employed was the Criança Esperança Program/Show Study Case, the document-based bibliographical research and the interviews.
Este estudo teve como objetivo analisar o Projeto Criança Esperança, da Rede Globo de Televisão, buscando identificar se ele é uma atividade de filantropia pela qual a empresa busca ajudar a sociedade brasileira, prestando-lhe contas sobre os resultados e direcionamento das doações por meio de seu veículo de comunicação ou se é uma Estratégia de Comunicação do Marketing de Causas Sociais da organização, que além de ajudar a comunidade com as ações propostas, utiliza os instrumentos de Relações Públicas para auxiliar na consolidação da imagem institucional da empresa, por meio da articulação dos seus vários públicos. A pesquisa embasou suas conclusões na análise dos valores das doações dos telespectadores no show/programa, dos índices de audiência e de participação de parceiros e de patrocinadores. Esses itens mostraram ser indicadores confiáveis de uma estratégia de comunicação de sucesso ou, até então, de insucesso do projeto. A metodologia empregada foi o Estudo de Caso do Programa/Show Criança Esperança, pesquisa bibliográfica embasada em documentos e entrevistas.

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Schlesinger, Torsten, i Tom Prager. "Zur Bedeutung von Affinität beim Imagetransfer in der Praxis sportbezogener Marketing-Events". Universitätsbibliothek Chemnitz, 2011. http://nbn-resolving.de/urn:nbn:de:bsz:ch1-qucosa-67576.

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Bei einer wissenschaftlichen Betrachtung des Eventmarketing wird deutlich, dass es sich um eine recht junge Form der Marktkommunikation handelt, die sich inhaltlich noch nicht voll und ganz etabliert hat. Im Gegensatz dazu ist das große Interesse der Marketingpraxis unverkennbar. Vor diesem Hintergrund wird deutlich, dass ein umfassender wissenschaftlicher Handlungsbedarf besteht. Denn ein erfolgsversprechender Einsatz dieses Instrumentes wird langfristig nur durch wissenschaftlich fundierte Kenntnisse möglich sein. Zu vertiefen sind die Bemühungen der Wissenschaft, Wirkungspotenziale und die damit verbundenen Wirkungsvoraussetzungen für das Eventmarketing aufzuzeigen, um somit zweckdienliche Entscheidungen im Rahmen des Event-Managementprozesses treffen zu können. In diesem Kontext ist darauf hinzuweisen, dass sowohl Wissenschaft als auch Praxis zu der Erkenntnis gelangt sind, dass eine Imagebeeinflussung die zentrale Wirkungsgröße im Eventmarketing darstellt. Denn auf der Basis geeigneter Eventinhalte gilt es das Marken- bzw. Unternehmensimage dahingehend zu modifizieren, dass eine unverwechselbare und sich im Wettbewerb differenzierende Positionierung möglich erscheint. Folgt man den vorliegenden wissenschaftlichen Überlegungen zum Imagetransfer so fällt auf, dass dabei die Affinität (Passfähigkeit) zwischen den Eventinhalten und der Marke/Unternehmen von entscheidender Bedeutung ist. Bei einer praxisorientierten Betrachtung von inszenierten Marketing-Events liegt allerdings die Vermutung nahe, dass der strategische Planungsprozess im Allgemeinen und eine Affinitätsprüfung im Besonderen unterschätzt wird. So ist oftmals zu beobachten, dass Unternehmen Marketing-Events veranstalten, die zwar unterhaltsam sind aber einen Zusammenhang auf Grundlage gleicher sachlicher und/oder emotionaler Merkmale vermissen lassen. Vor diesem Hintergrund stellt sich die Frage nach möglichen Gründen und Einflussfaktoren. Es ist also zu prüfen, welchen Stellenwert die Affinität in der Eventpraxis einnimmt und wie eine solche Affinität durch strategische Eventplanung, exemplarisch im Rahmen sportbezogener Marketing-Events, hergestellt werden kann. Zur relevanten Thematik wurden Experten aus verschieden Eventagenturen mittels qualitativer Interviews befragt. Zunächst konnte empirisch bestätigt werden, dass die Affinität zwischen Eventinhalten und Marke/Unternehmen eine notwendige Bedingung darstellt, um den angestrebten Imagetransfer durch Marketing-Events zu realisieren. Weiterhin wurden eine Vielzahl möglicher Einflussfaktoren auf den strategischen Eventplanungsprozess generiert, welche die Herstellung von Affinität zwischen Eventinhalt und Marke/Unternehmen durchaus negativ beeinträchtigen können. Die gewonnen Ergebnisse ergänzen somit nicht nur die vorliegenden Imagetransfermodelle für das Eventmarketing, sondern stellen zugleich eine wichtige Grundlage zur Optimierung der praxisnahen Arbeit von Eventagenturen bzw. eventveranstaltenden Unternehmen bei der Realisierung eines Imagetransfers dar.

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Magalhaes, Lorena Lourenco. "A COMUNICAÃÃO DOS VALORES DA MARCA ATRAVÃS DE EVENTOS: UM ESTUDO DE CASO DA MARCA OI". Universidade Federal do CearÃ, 2008. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15468.

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O objetivo, neste estudo, foi verificar se eventos, enquanto ferramenta de comunicaÃÃo, transmite valores de marca. Os objetivos especÃficos buscaram verificar ainda, se eventos geram intenÃÃo de compra em relaÃÃo Ã marca. O estudo se caracterizou como exploratÃrio, uma vez que a problemÃtica necessitava obter informaÃÃes adicionais e foi realizado com o auxÃlio de tÃcnicas de pesquisa qualitativa e quantitativa. Para a concretizaÃÃo dos objetivos da pesquisa foi realizada revisÃo de literatura sobre os conceitos de marketing, comunicaÃÃo, eventos, marca e valor de marca. Para complementar a revisÃo teÃrica foi conduzido um estudo de caso da marca de telefonia Oi, atravÃs de pesquisa de campo junto ao pÃblico participante de um evento promovido pela marca. Os resultados deste estudo mostraram que: o planejamento do evento em estudo, que tinha fins promocionais, ocorreu de forma satisfatÃria e proporcionou lembranÃa de marca; o evento marcou positivamente o pÃblico que considerou propensÃo Ã compra de produtos da marca; os valores da marca, assim como seu posicionamento, foram percebidos pelo pÃblico.
The objective, in this study, was to verify if events, while communication tool, transmits brand value. The specific objectives had searched to still verify, if events generate intention of purchase in relation to the brand. The study if it characterized as exploratÃrio, a time that the problematic one needed to get information you add and was carried through with the aid of techniques of qualitative and quantitative research. For the concretion of the objectives of the research revision of literature on the marketing concepts was carried through, communication, events, brand and brand value. To complement the theoretical revision a study of case of the mark of Oi telephony was lead, through research of field next to the participant public of an event promoted for the brand. The results of this study had shown that: the planning of the event in study, that had promocionais ends, occurred of satisfactory form and provided brand souvenir; the event positively marked the public who considered propensity to the purchase of products of the brand; the values of the brand, as well as its positioning, had been perceived by the public.

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Martins, João Diogo Matos. "Vídeo mapping, uma ferramenta para o design de comunicação". Master's thesis, Universidade de Lisboa. Faculdade de Arquitetura, 2014. http://hdl.handle.net/10400.5/6825.

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Melo, Raquel Alexandra dos Santos Reis de. "O impacto do Euro 2004 na percepção da Marca Portugal". Master's thesis, Instituto Superior de Economia e Gestão, 2007. http://hdl.handle.net/10400.5/871.

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Mestrado em Marketing
Em pleno século XXI, os eventos estão a ter uma importância crescente ao nível Mundial, com os diversos países a competirem pela organização de Mega eventos. No ano de 1998 Portugal organizou a Expo 98 e em 2004 tivemos no nosso país um destacado mega evento mundial, o EURO 2004, bem como o Rock in Rio (evento musical). A importância económica, a escassez de estudos científicos realizados em Portugal sobre a organização de grandes eventos bem como sobre a percepção na Marca Portugal, justifica a necessidade de mais investigação nesta área. Foi desenvolvido um estudo qualitativo que permitiu aferir sobre as percepções, os sentimentos e as ideias de dois grupos distintos de indivíduos: um constituído por portugueses e outro por estrangeiros. Concluiu-se que o Euro 2004 teve um grande impacto nos portugueses, mas que ao nível dos estrangeiros inquiridos, poderia ter sido melhor aproveitado. O potencial em organizar um evento desta natureza é enorme, e o mesmo deve ser maximizado, a fim de justificar o enorme investimento necessário e de retirar o maior número de benefícios possíveis.
In the XXI century, events are having crescent role in a Global level, with many countries battling each other for the organization of Mega Events. In the year 1998 Portugal organized the Expo 98 and in 2004, we had in our country a relevant world mega event, the Euro 2004, as well the Rock in Rio (a musical event). The economic importance, the lack of scientific studies performed in Portugal about the organization of Mega events as well about the Portugal Brand perception, justifies it self the need of an investigation in this field. It was performed a qualitative study that allowed conclusion about perceptions, feelings and ideas of two distinct groups of individuals: one of Portuguese's and other of foreign people. We concluded that Euro 2004 had a great impact on portugueses, but for the foreign people, the event could have better results. The potential of organizing such an event is huge, and it should be optimized, in order to justify the enormous investments required as well to take all the benefits that is possible.

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Melo, Inês Maria Alves Folhadela de. "Plano de comunicação integrada de marketing para a empresa Festas e Sonhos". Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16881.

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Mestrado em Marketing
O presente trabalho de projeto tem como principal objetivo a elaboração de um plano de comunicação integrada de marketing para a empresa Festas e Sonhos, com especial foco na comunicação em eventos. Este plano surge como resposta a uma fraca comunicação realizada pela empresa, resultante da falta de know how na área que, sendo superada, pode contribuir em grande medida para o crescimento da mesma. Desta maneira, o Plano visa criar awareness junto do público alvo da Festas e Sonhos, assim como consolidar a imagem da empresa enquanto fornecedor de produtos de qualidade, desenvolvendo uma estratégia de comunicação que cumpra eficazmente estes objetivos. A primeira parte deste trabalho de projeto consiste numa revisão de literatura, que aborda os três tópicos que suportam o conteúdo deste trabalho: os conceitos de plano de comunicação integrada de marketing, o de marketing de serviços e por fim o de eventos. Segue-se o Plano em si, começando por uma análise da empresa no mercado em que se insere, e de forma a justificar os objetivos da investigação. Através da recolha de dados primários e da realização de entrevistas foi possível concluir que, apesar de a empresa ter uma forte presença no mercado, existe uma fraca capacidade de lidar com a comunicação para o exterior. Depois de elaborado o plano foram desenvolvidas áreas de atuação e correspondente plano tático, alinhados com as necessidades da organização e articulados de forma a passar uma mensagem clara e uniforme da Festas e Sonhos.
The main objective of this project work is to develop an integrated marketing communication plan for Festas e Sonhos, with a special focus on communication at events. This plan comes as a response to a weak communication made by the company, resulting from the lack of know-how in the area, which can contribute to the growth of the company. In this sense, the Plan aims to create awareness among Festas e Sonhos target audience and consolidate the company’s image as a supplier of quality products, by developing a communication strategy that effectively fulfills these objectives. The first part of this project work consists on a literature review, which approaches the three topics that support the content of this project: the concepts of integrated marketing communication, service marketing and event planning. Afterwards, it follows the Plan itself, starting with an analysis of the company in the market in which it is insertedin order to justify the objectives of the investigation. This analysis was built through the collection of primary data and interviews, allowing to conclude that although the company has a strong presence in the market, there is a weak capacity to deal with communication abroad. With the Plan drafted, action areas and a tactical plan were developed and articulated together, in order to meet the needs of the organization and to pass a clear and uniform message of Festas e Sonhos.
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Kanyutu, Teresia Watiri. "An integrated marketing communication framework for communicating city events in Nelson Mandela Bay". Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/8477.

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In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.

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Bai, X. "Legitimating London 2012 : urban mega-events and the geography of Olympic place marketing". Thesis, University College London (University of London), 2014. http://discovery.ucl.ac.uk/1427689/.

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This dissertation investigates the place marketing aspect of the London 2012 Olympic Games and the complexity of different geographies and interest groups surrounding such urban mega-events with theories on different levels of abstraction. Adopting the hegemonic political and economic theories of Neoliberalism on the general and macro level, and the more specific theories of place marketing on the micro level, this research argues that place marketing is one of the neoliberal imaginaries used to legitimate neoliberal practices, such as Olympic land acquisition. The author connects the abstract theories of Neoliberalism and the concrete theories of place marketing with Sklair’s Transnational Capitalist Class (2001) theory which suggests the formation of globally mobile elites who with their highly mobile capital have become very influential in the staging of urban mega-events and mega projects. In the particular case of the Olympic Games, some of these mobile capitalists have been very active in providing official sponsorship in exchange of exclusive marketing rights to associate their brands with the Olympics. Based on reviews of major Olympic-related official documents, a news survey on national, city and local newspapers and 31 elite interviews covering official place marketers of London, local governments, regional governmental bodies, Olympic Delivery Authority, official Olympic sponsors, small business owners and NGOs, this study points out the conflict of interests between place marketers and product marketers at the junction of urban mega-events. Understanding London’s top world city status and taking into account the desire to host the Olympic Games for a third time in response to fierce inter-city competition, this research indicates how place marketing is in theory a development strategy but in practice a difficult task due to the financial dilemmas and legal issues faced by neoliberalised governments. Legislations passed and contracts signed specifically for the Olympic Games have provided priorities and exclusive rights to official sponsors who are the product marketers in this case over place marketers. This thesis explores the complex legal issues surrounding Olympic place marketing which has a distinct but limited literature, and how localities on different geographical levels are affected by such legal arrangements.

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Glaviano, Breeanne Nicole. "Ambush Marketing in Mega-Sporting Events: Drawing the Line with Freedom of Expression". Thesis, The University of Arizona, 2013. http://hdl.handle.net/10150/297615.

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International sporting mega-events such as the Olympic Games, are constantly in a behind the scenes and public all out commercial war. This war is a combat between event organizers and ambush marketers who engage in ambush marketing tactics. These marketing strategies can be found from big corporate companies to tiny local shops but almost always end in legal action. While this battle is very real it often goes unnoticed by the public and many fans. This war is fought during most sports mega-events in order to protect the highly lucrative commercial rights of an event's sponsor. This paper will focus on defining ambush marketing within the realm of mega-sporting events, namely focusing on the Olympics. The paper will further explain the legal resources available to event promoters and official sponsors. Lastly, this paper will discuss the violation of freedom of expression in relation to ambush marketing.

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Cigna, Claudio. "Events Management: il caso FPA Worlds 2012". Master's thesis, Alma Mater Studiorum - Università di Bologna, 2012. http://amslaurea.unibo.it/4220/.

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Un problema comune agli Ingegneri Gestionali è quello legato alla necessità di dover sempre spiegare in cosa consista veramente il proprio campo di studi. Amici, conoscenti e parenti non dimostrano mai, infatti, familiarità con il termine. Chi scrive è costretto addirittura ad ammettere di avere una madre che, a pochi giorni dalla discussione dalla Tesi Magistrale, continui ad affermare di non aver ancora capito quale lavoro andrà poi a fare il figlio. Medicina, Giurisprudenza ed Economia sono concetti facili da comprendere; “studiare con approccio quantitativo l'organizzazione e i processi produttivi delle imprese costruendo e applicando modelli per la soluzione dei loro problemi” in effetti lo è un po’ meno. Accade così che si debbano quindi aggiungere altri termini, spiegando l’ingegneria gestionale come insieme di altre discipline: produzione, logistica, marketing, economia aziendale, risorse umane, gestione, progetti... Si dà il caso che questo insieme di altre discipline coincida in larga parte con una branca ancora più oscura ai più: l’event management. Questo lavoro di Tesi è incentrato proprio sulla gestione di un evento: gli FPA Worlds 2012, i Mondiali di Frisbee Freestyle 2012 tenutisi a Riccione dal 2 al 5 agosto. L’autore, nell’ambito del suo percorso di Tirocinio, ne è stato l’event manager, ovvero il massimo responsabile e organizzatore, andando a far confluire esperienze, conoscenze e passioni personali con la coronazione degli studi universitari. L’intero progetto lo ha coinvolto dal luglio 2010 al settembre 2012, all’interno di un’azienda riminese con cui già collaborava dal 2009. La Tesi, di carattere prettamente sperimentale, va quindi ad esporre i processi gestionali “nascosti” dietro ad un evento che ha riscosso successo di pubblico e mediatico, affiancando in ognuno dei capitoli tematici modelli teorici e risultati pratici. La vastità di conoscenze, competenze e strumenti utilizzati ha reso quest’esperienza altamente stimolante, così come le numerose sfide che si sono succedute nel difficile percorso per organizzare il miglior Mondiale di Frisbee Freestyle di sempre.

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Pissoort, Véronique. "Visitor segmentation of arts festivals : a comparative study of three events / Véronique Pissoort". Thesis, North-West University, 2007. http://hdl.handle.net/10394/1298.

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Ellis, Dana L. "Theorizing Ambush Marketing in the Olympic Games". Thèse, Université d'Ottawa / University of Ottawa, 2013. http://hdl.handle.net/10393/30200.

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This research comprises three interconnected studies that, when considered together, attend to the dissertation’s purpose of presenting an integrated conceptual framework for ambush marketing in the Olympic Games. This has been accomplished in two ways: (1) the use of institutional theory, supported by network theory, as a lens to view and understand evolutionary processes in Olympic sponsorship and ambush marketing and (2) the use of grounded theory to build a conceptual framework of ambush marketing from the findings. Broadly, the model suggests the evolution of ambush marketing is partially impacted by, and an outcome of, institutional forces and considerations. Study I examines the process of institutionalization in the evolution of Olympic sponsorship during its most critical period of growth. It is argued that three key periods of change for sponsorship and two for ambush marketing exist during this time. Furthermore, these periods of change, most specifically concerning anti-ambush marketing practices, suggest the institutionalization of anti-ambush marketing legislation in the Olympic Games. Study II examines how Olympic ambush marketing stakeholder power and transfer of sponsorship and ambush marketing knowledge has influenced institutional processes toward the state of anti-ambush legislation as institutionalized brand protection. Centrality measures suggest the International Olympic Committee and Organizing Committees for the Olympic Games demonstrate the greatest stakeholder influence within the Olympic ambush marketing network. It is further argued the influence resulting from the structure of Olympic ambush marketing networks impacts the institutional processes of objectification and sedimentation. Study III examines the contemporary state of Olympic sponsorship evidenced by institutionalized legislated brand protection. While direct marketing implications of anti-ambush marketing legislation are minimal, it is argued the practice represents a portion of a regime of brand protection and that public relations outcomes of legislated brand protection must be carefully managed as part of a brand management strategy. Similarly, proportionality and managing expectations are arguably important in the understanding and application of such laws. Finally it is suggested that while the Olympic Movement may be viewed as an early adopter of anti-ambush legislation in the mega-event field, the individual character of each Olympic Games will interfere with complete isomorphism.

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Mitchell, Lorianne D., i Sarah Claiborne. "Job Satisfaction: An Empirical Test of Affective Events Theory". Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/8331.

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Zan, Maria Rosana Casagrande Amadei. "COMUNICAÇAO INTEGRADA DE MARKETING E AÇÕES DE PATROCÍNIO A EVENTOS: O EFEITO SINÉRGICO". Universidade Metodista de São Paulo, 2008. http://tede.metodista.br/jspui/handle/tede/817.

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Made available in DSpace on 2016-08-03T12:30:41Z (GMT). No. of bitstreams: 1 Maria Rosana.pdf: 1085452 bytes, checksum: a86b9b66c658cd9db76064bb740fa1fd (MD5) Previous issue date: 2008-04-08
This study focuses the action to events sponsorship as a communication tool incorporated into the marketing communication compound. The main objective is to analyze and present how the enterprises use and articulate the marketing integrated communication tools at the sponsorship actions in order to create a synergic effect of communication. The methodology is constituted by bibliographic and documental research and the cases studies involving the companies Ambev, Petrobras and Bradesco with the sponsorship to their respective events: Skol Beats; Pan-american Games 2007 and the Saltimbanco s show from Cirque du Soleil, verifying how the theoretical aspects were appropriated in each case. The conclusions point to, mainly, that the enterprises have searching to employ the maximum communication potential from events, not only when they foster, but also as a sponsors condition, and that the sponsorship must be part of an integrated plan, in which the strategic communications marketing actions, through the several tools which they re constituted, are able to and must be conjugated in order to reach synergy and add value to the sponsor s communication actions.(AU)
Este trabalho enfoca a ação de patrocínio a eventos como ferramenta comunicacional, incorporada ao composto da comunicação de marketing. O principal objetivo é analisar e apresentar como as empresas usam e articulam as ferramentas da comunicação integrada de marketing às ações de patrocínio para se criar um efeito sinérgico de comunicação. A metodologia constitui-se em pesquisa bibliográfica e documental e o estudo de casos envolvendo as empresas Ambev, Petrobras e Bradesco com o patrocínio aos respectivos eventos: Skol Beats; Jogos Pan-americanos 2007 e o Espetáculo Saltimbanco do Cirque du Soleil, verificando como os aspectos teóricos foram apropriados em cada caso. As conclusões apontam, principalmente, que as empresas vêm buscando utilizar o potencial máximo de comunicação dos eventos não só ao promoverem, mas também na condição de patrocinadoras, e que o patrocínio deve ser parte de um plano integrado, no qual as ações estratégicas de comunicação de marketing, através das várias ferramentas que as constituem, podem e devem ser conjugadas para alcançar sinergia e valorizar as ações comunicacionais dos patrocinadores.(AU)

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Rommel, Dominik. "Eventrealisation für kleine und mittelständische Unternehmen von der Planung zur Durchführung erfolgreicher Events /". [S.l. : s.n.], 2005. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB12168178.

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Jenkins, David. "Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa". Master's thesis, University of Cape Town, 2016. http://hdl.handle.net/11427/20535.

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Mega-sporting events such as the 2008 Olympic Games in Beijing, the 2010 FIFA World Cup in South Africa and the 2014 FIFA World Cup in Brazil have been observed to serve as highly influential tools for the promotion of positive media impressions surrounding the host destination. Drawing from the field of existing knowledge surrounding the sociology of sport, the media and media content analysis, this study reports on a media content analysis conducted on the local news coverage of the 2010 FIFA World Cup in selected South African newspapers. Monitoring coverage over and eight-year pre- and post-event period, the analysis identified five principal themes: stadiums; safety and security; Bafana-Bafana; social-impact; and economic-impact. The findings indicated a cyclical-type shift in conversation, where focus was placed on impressions of host-nation capabilities and readiness in the lead up to the event, to profound euphoria, unity and pride during the hosting stages of the event, and finally onto critical impact and legacy evaluation in the post-event phase. The sentiment of the coverage was largely balanced across all periods, with the total number of positive references only slightly exceeding that of negative references. These findings serve as critical insight to the work of event organisers, media managers and policy developers alike, whom all hold a vested interest in managing the perceived impressions of mega-sporting events. Practical implications for these stakeholders include: i) establishing greater clarity with respect to the overall signalling benefits of mega-sporting; and ii) informing media management campaigns to reinforce the power of mega-sporting events as a positive reference point - especially in the post-event legacy period.

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Braafnäs, Lisa, i Evelina Brihall. "Stockholmsstrategin och evenemangen : En kvalitativ studie om två eventföretag och Stockholmsstrategin". Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-17224.

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Syftet med denna uppsats är att undersöka om ett eventföretag skulle kunna arbeta utifrån marknadsföringsprojektet Stockholmsstrategin. Utifrån teorier om evenemang och strategier och med hjälp av teorier om image, värdskap, mötesindustrin samt konsulten, ämnar vi analysera och problematisera ovan nämnda eventföretag och Stockholmsstrategin. Metoderna som har använts för att få en bild av dessa två företag är kvalitativa strukturerade intervjuer med öppna frågor och platsbaserade, aktivitetsbaserade och öppna observationer av event som vart och ett av företagen har anordnat. Vid insamlandet av empiri rörande Stockholmsstrategin användes själva dokumentet Stockholmsstrategin samt en kvalitativ strukturerad intervju med projektledaren för projektet. Även vid denna intervju användes öppna frågor. Vår ambition är att ta redan på om det är möjligt för dessa företag att arbeta utifrån Stockholmsstrategin, om de skulle tjäna något på att arbeta mot målen i strategin. Det generella resultatet är att de båda företagen inte direkt skulle tjäna på att följa Stockholmsstrategins mål, och att de i dagens läge inte jobbar mot att marknadsföra Stockholm, utan att åta sig jobb från kunder.
The purpose of this paper is to investigate whether an event company could work on the marketing project the Stockholm Strategy. Based on theories of events and strategies and using theories about perception, hospitality and meeting industry and consultants, we aim to analyze and problematize the above event companies and the Stockholm Strategy. The methods which have been used to obtain a picture of these two companies are structured qualitative interviews with open questions and location-based, activity-based and open observation of events. Each of them has arranged. In the collection of empirical data regarding the Stockholm strategy was used on the document the Stockholm strategy itself and a qualitative structured interview with the project manager for the project. Also at that interview we used open-ended questions. Our aim is to see if it is possible for the two companies to be a part of the Stockholm strategy, if they would serve something to work towards the objectives of the strategy. The general result is that both companies would not directly benefit from following the Stockholm Strategy, and that they are not currently required to work towards promoting Stockholm, without taking on jobs from clients.

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Pedroso, Mafalda Joana Cortez. "Ativação de marca : estudo exploratório da perspetiva do praticante". Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19954.

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Mestrado Marketing
A ativação de marca é um conceito cada vez mais presente e importante no mercado atual. Atualmente, os consumidores valorizam o contacto com a marca e o poder de experimentação. A experiência é um momento diferenciador em relação aos outros meios de comunicar e divulgar uma marca, pois permite um contacto próximo com o público-alvo, mexendo com os sentidos das pessoas que a marca quer atingir. Este estudo tem como objetivo a investigação deste conceito de "ativação de marca", os fatores que levam e influenciam uma marca a apostar nesta ferramenta, todo o processo envolvido na realização, os benefícios retirados, o impacto no target de cada marca e a relação do conceito com o marketing de eventos e o marketing experiencial. Para determinar e avaliar o impacto da ativação de marca foram realizadas entrevistas em profundidade para investigar as perceções e as experiências de profissionais da área do Marketing que trabalham essencialmente esta ferramenta de gestão da marca, relativamente às características, aos seus objetivos, às exigências que este meio necessita para ser aplicado e à forma como é avaliado o sucesso e o impacto junto do target da marca. Os resultados sugerem que a ativação de marca é um conceito cada vez mais emergente na gestão da marca, pois serve não só para comunicar, como também para diferenciar, posicionar e atribuir valor, em que o seu papel principal é aproximar os públicos das marcas.
Over the years, the brand activation concept has become more popular as its presence and importance in the market has increased. Nowadays, consumers do value the contact with the brand and the power of experimenting a certain product or service. The experience is, for sure, a differentiating moment when comparing to other ways of communicate and promote the brand, as it allows a closer contact with the target users, playing with the different senses of the people that the brand intends to reach out for. The purpose of this study is to go deeper into the concept of brand activation, understanding not only which factors lead companies to bet on this kind of tools but also the process behind its utilization. . In order to be able to evaluate and determine the real impact of the brand activation, a series of interviews were conducted. Its purpose was to investigate the perceptions and experiences of Marketers that work mostly with this brand management tool, regarding its characteristics, goals and challenges that they face when implementing it, as well as the way the impact and success is measured when implemented with success. The results suggest that the brand activation concept is an emerging in the brand management world as it allows not only to communicate but also to differentiate, position and add value as its biggest concern is to bring closer the target audience to the brands.
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Wood, Charles M. "Marketing to consumers undergoing life transitions : the mediating role of appraisal /". free to MU campus, to others for purchase, 1999. http://wwwlib.umi.com/cr/mo/fullcit?p9946313.

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Valinhas, Bruno Alexandre Miguel. "Marketing de eventos desportivos no âmbito das modalidades menos mediáticas. Estudo de caso do voleibol do Sport Lisboa e Benfica". Master's thesis, Escola Superior de Hotelaria e Turismo do Estoril, 2012. http://hdl.handle.net/10400.26/4451.

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O desporto constitui uma alavanca em vários setores da vida pública, nos quais os eventos desportivos assumem um lugar de destaque, pelas suas diversas implicações económicas, sociais e organizacionais. Para corresponder a todas as expectativas de que são alvos, os eventos desportivos necessitam de estar integrados num modelo de gestão que lhes proporcione a garantia de uma ótima atuação em todas as suas áreas de intervenção, com destaque para a promoção da modalidade. A gestão de marketing de eventos desportivos constitui uma inesgotável fonte onde os gestores de eventos desportivos podem identificar, prevenir e controlar os objetivos do evento em todas as suas etapas e fases de desenvolvimento, orientando-os para a satisfação dos grupos de interesse. Neste sentido, o presente estudo tem como objetivo contribuir para a promoção e notoriedade do voleibol do Sport Lisboa e Benfica através do desenvolvimento de um plano estratégico de comunicação tendo os eventos como elemento estratégico, estudando o contributo dos eventos desportivos na promoção e valorização das modalidades menos mediáticas, expondo as suas potenciais implicações no estudo de caso em análise. Os dados recolhidos foram obtidos através da aplicação de quatro abordagens distintas: a entrevista (a especialistas e à equipa técnica de voleibol do Sport Lisboa e Benfica), o questionário in loco (a uma amostra de 100 indivíduos adeptos de voleibol do Sport Lisboa e Benfica), a observação participante e a análise documental. Os dados recolhidos foram analisados qualitativa e quantitativamente, de acordo com os objetivos do estudo. Neste sentido, foi possível concluir que os eventos desportivos da modalidade não integram uma estratégia de marketing coesa que vise a promoção e valorização da modalidade, negligenciando as ferramentas disponíveis e a relevância dos eventos desportivos perante o adepto. Por último, foi elaborado um plano integrado enumerando um conjunto de aspetos a considerar na gestão do evento desportivo, utilizando como referência o estudo de caso.
Sport is an important vector in various sectors of public life, in which sports events assume a prominent place, for its various economic implications, social and organizational. To match all the target expectations, sports events need to be integrated into a management model that gives them the guarantee of a great performance in all its areas of intervention, with emphasis on the promotion of the sport modality. The marketing management of sports events is an inexhaustible source where managers of sports events can identify, prevent and control objectives of the event in all its stages and phases of development, guiding them to the satisfaction of stakeholders. In this sense, the present study aims to contribute to the promotion and awareness of volleyball Sport Lisboa e Benfica through the development of a strategic communication plan with the events as a strategic element, studying the contribution of sports events in the promotion and enhancement of procedures less media, exposing its potential implications on the case study analysis. The data collected were obtained by applying four different approaches: the interview (the experts and technical team volleyball Sport Lisboa e Benfica), questionnaire in loco (a sample of 100 individuals volleyball enthusiasts of Sport Lisboa e Benfica), participant observation and document analysis. The collected data were analyzed qualitatively and quantitatively, according to the study objectives. In this sense, it was concluded that the sports events of the sport do not integrate a cohesive marketing strategy aimed at promoting and enhancing the sport, neglecting the available tools and the relevance of sports events before the adept. Finally, a comprehensive plan was developed enumerating a set of aspects to consider in the management of sports event, using as reference the case study.

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Karlgren, Maria, i Fabian Wingfors. "Destinationsutveckling i samband med folkliga motionslopp". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12650.

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The purpose of this study, written in Swedish, is to study two of the most popular sportsevents in Sweden; Vasaloppet and Göteborgsvarvet (Gothenburg Half Marathon) and theaffect the events has on the host destinations and also how the organizers use the destinationsfor their development.The study also shows how municipalities and public authorities connected to destinationdevelopment handles these events for their own purpose in their destination marketing todevelop their destination and improve the destination image.To achieve the purpose of the study, the following research questions has been formulated:“How does the municipality work with these events to improve the development of thedestination?” and “How does Vasaloppet and Göteborgsvarvet affect the destinations and howdoes the race events use their destination for their development?”Big events related to tourism is often organized by independent actors without any supportfrom the government controlled authorities. Despite that, the municipality or governmentcontrolled organizations will always have an an impact on these big events since they providethe essential infrastructure, transport, etc.One of the tools used in this study is semi structured interviews with 19 different, for thecases, relevant people, including the leaders within the organizing committees of Vasaloppetand Göteborgsvarvet. Interviews has also been made with the municipalities and otherpartners to the organizers. As a complement to these interviews, we have also interviewed afew participants from the two races. The study is also complemented with media articles andother previous research in the subject.The study identifies a strong dependency between the organizers and destinations that goesboth ways. The conclusion clearly shows the needs of cooperation and support between all theinvolved organizations to be able to achieve the best possible result and development. Thestudy reveals how all the involved organizations cooperates and works in relation to eachother and what could be done in other ways to optimize the best conditions for development.
Syftet med den här studien är att kartlägga hur två av Sveriges största folkliga evenemang,Vasaloppet och Göteborgsvarvet, påverkar de destinationer de äger rum i och hur använder desig av respektive ort. Även hur aktuella kommuner och offentliga instanser kopplade tilldestinationsutveckling arbetar för att kapitalisera på dessa evenemang, dels ekonomiskt menframförallt i marknadsförande och imagelyftande syfte. För att uppnå studiens syfte harföljande forskningsfrågor utformats: “Hur arbetar kommunen, kopplat till destinationsutveckling,för att kapitalisera på dessa evenemang, dels ekonomiskt men framförallt imarknadsförande och imagelyftande syfte?” och “Hur påverkar Vasaloppet och Göteborgsvarvetsina respektive destinationer och hur använder evenemangen sig i sin tur av orten?”Stora evenemang relaterade till turistnäringen arrangeras ofta av självständiga aktörer utaninblandning från offentlig verksamhet. Dock kommer det offentliga alltid påverkaförutsättningarna för arrangemanget genom exempelvis att förse evenemanget med nödvändiginfrastruktur, transportmedel, markupplåtelse med mera, vilket är något som staten,kommunen, landstinget eller myndigheter ansvarar över (Svensk Turism 2010).Forskningsfrågorna har besvarats med hjälp utav semistrukturerade intervjuer med 19personer som vi ansett vara relevanra. Dessa är: Informant vid Mora kommun, Älvdalenskommun och Malung-Sälens kommun samt informant vid Sälens turistbyrå, Eva-Lena Frick(Vasaloppets VD) och Bo Edsberger (Göteborgsvarvets general).Vidare har även sponsorer avevenemangen och deltagare intervjuats. Intervjuerna gavs innebörd genom meningskoncentrering.Detta betyder att information som framkommit i intervjuerna delas in i olikateman. Intervjutexterna har sedan analyserats med hjälp av vår referensram som innehåller decentrala begreppen: Turistdestination, Evenemangsmarknadsföring, Event branding ochSportevenemang. Vidare kompletterades faktan från intervjuerna med information från mediasom behandlat de olika evenemangen.I studien har ett tydligt beroende mellan arrangör och destination identifierats i tvåvägariktningar. Det visar på behovet av samarbete och stöttning mellan de två parterna för att nåbäst möjliga resultat och utveckling. I studien framkommer hur de olika inblandadeorganisationerna i dagsläget arbetar med och förhåller sig till varandra.

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Hastie, Dean. "Business events for the citizens of the Nelson Mandela Metropolitan Bay". Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/7554.

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The effective application of destination marketing strategies leads to increased business activity within a city. This in turn leads to higher attainment levels of social and economic development. It can therefore be said that destination marketing strategies are an essential factor in the growth and functioning of a city. The objective of destination marketing is the city’s image or identity which in turn is the starting point for developing the city’s brand. Cities require an identity. It is crucial that a city has a unique identity with which visitors, tourists and residents can relate to. Examples of these unique city identities are Los Angeles which is known as the City of Angels and Florence which is known as the City of Lilies. The image of a place influences people’s perceptions and choices when visiting, living and conducting business in a specific city. The city’s image and brand serves as a conduit for city residents to identify with their city. The essence of the brand must be discovered, identified, brought to the surface and not imagined, created or added from the outside through an artificial process. Cities that make use of effective destination marketing strategies have endured a considerable increase in business and leisure activities. Notably, business events are important attractions and drivers for activity in many destinations. Multiple parties designing a brand strategy for a city should thoroughly assess the resources and assets a city possesses. A city branding strategy can enable a city to leverage its ‘tangible and non-tangible assets‟. In order for business tourism to develop in South Africa, it is essential that players within the sector have a thorough understanding of international dynamics in order to capitalise on the opportunities that are provided in South Africa. Nelson Mandela Bay in South Africa is a city with vast potential. The city is ideal as a tourist destination as it is situated along the Sunshine coast of South Africa. It could be said of the city that it is on the threshold of rising eminence in the coming decades. This treatise investigates the approach and success factors for a successful rebranding of Nelson Mandela Bay through business events as part of a destination marketing strategy. The treatise will ascertain which business events residents of the Nelson Mandela Bay would require and support. A survey was conducted among citizens of Nelson Mandela Bay using a questionnaire from which 952 responses were received. The questionnaire measured the respondents’ attitudes to which types of business events they would require and support their feelings on the brand identity of the city as well as the communication medium they would like to receive communication through. The findings of this study indicate that residents of Nelson Mandela Bay are open to the use of business events as the main driver in terms of business event attendance and support. Furthermore, the residents have made it clear they will support exhibitions, conventions and tradeshows. Facebook and local radio are identified as being the preferred communication method for hearing about events.

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Carlsson, Malin, Anna Larsson i Magnus Larsson. "Marknadsföring via evenemang av enmindre stad för att bidra tilldestinationsutveckling : Fallstudie Karlstad med exempel Putte i Parken ochSvenska Rallyt". Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-36946.

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Turism har blivit ett globalt fenomen och det finns olika anledningar till varför människor väljeratt resa. Det är viktigt att kunna erbjuda olika aktiviteter för att locka olika målgrupper tilldestinationer. Evenemangsturismen är ett fenomen som har växt runt om i världen under desenaste åren och ett evenemangs största roll är att ge destinationen en möjlighet till att bli en platspå kartan genom turism. Inom evenemangsturism är sportevenemang och festivaler en centraldel. Denna uppsats behandlar evenemang med inriktning på marknadsföring ochdestinationsutveckling. Syftet med uppsatsen är att undersöka hur och varför evenemang användsi marknadsföringen av en mindre stad genom en fallstudie av Karlstad. Detta för att se hur detbidrar till destinationsutveckling. Genom att undersöka musikfestivalen Putte i Parken ochsportevenemanget Svenska Rallyt, som exempel, vill vi se om evenemang används i en mindrestads marknadsföring och i så fall bygga en djupare förståelse om hur det fungerar. Vi valdeKarlstad på grund av att det är en mindre stad och vi ville lyfta fenomenet marknadsföring viaevenemang i en mindre kontext. Varför vi har valt Putte i Parken och Svenska Rallyt är för att detär två av de större evenemangen i Karlstad. Vi har använt oss av en kvalitativ metod i form avsemi-strukturerade intervjuer med aktuella personer inom turism- och marknadsföringssektorn.Vidare har även en kvantitativ innehållsanalys gjorts för att se hur en mindre stad kan använda sigav evenemang för att marknadsföra sig och jämföra detta med intervjusvaren. Denvetenskapsteoretiska utgångspunkten som används i uppsatsen är socialkonstruktivism med enhermeneutisk inriktning och de teorier som använts för att besvara syftet är teorier kringmarknadsföring, evenemang och destinationsutveckling. Teorin är uppdelad i fyra kapitel därtidigare forskning förklaras för att sedan gå över på teorierna och en koppling mellan dessa.Empirin redogör för våra intervjuer med personer på Karlstad kommun, Great Event ofKarlstad, Putte i Parken och Svenska Rallyt och vi har intervjuat sju personer totalt. I empirinredogörs även den kvantitativa innehållsanalysen. I analyskapitlet har vi kopplat teorierna tillempirin för att kunna besvara syftet och frågeställningarna samt att vi har diskuterat hur vi självaser på likheter och skillnader på det empiriska materialet och teorierna, men också vadinnehållsanalysen gett för information. Slutsatsen knyter ihop arbetet och ger en kortfattadsammanfattning av uppsatsen. Vi besvarar frågeställningarna och ger förslag på vidare forskningsom uppkom under arbetets gång.
Tourism has become a global phenomenon and there are various reasons why people choose totravel. It is important to be able to offer various activities to attract different audiences todestinations. Event tourism is a phenomenon that has grown around the world in recent yearsand an events main role is to give the destination a chance to get a place on the map throughtourism. In the event tourism, sport events and festivals are a central part. This essay deals withevents with a focus on marketing and destination development. The purpose of this essay is toexamine how and why events are used in the marketing of a smaller town through a case study ofKarlstad. This is to see how it contributes to destination development and by examining themusic festival Putte i Parken and the sport event Rally Sweden, as examples, we want to see if theevents are used in the marketing of a smaller town and, if so, build a deeper understanding ofhow it works. We chose Karlstad because it is a smaller town and we wanted to highlight thephenomenon of event marketing in a smaller context. Why we have chosen Putte i Parken andRally Sweden is that they are two of the major events in Karlstad. We have used a qualitativemethod in the form of semi-structured interviews with relevant people within the tourism andmarketing sector. Moreover, a quantitative content analysis was used to see how a smaller towncan use events to promote itself and to compare this with the response from the interviews. Theepistemological starting point used in this essay is social constructivism with a hermeneuticapproach. The theories that are used to answer the purpose of the paper are marketing, eventsand destination development. The theory is divided into four parts, where previous research isexplained and then continues with the theories, and a link between them. The empirical datadescribe our interviews with people at the municipality of Karlstad, the Great Event of Karlstad,Putte i Parken and Rally Sweden and we interviewed seven people in total. The empirical dataalso presents the quantitative content analysis. In the analysis of the essay, we have linked thetheories to empirical data to answer the purpose and our questions. We also discussed how welooked at the similarities and differences of the empirical material and the theories, but also whatthe content analysis has brought to the essay. The conclusion brings together our work and givesa brief summary of the essay. We answer the head questions and provide suggestions for furtherresearch that emerged during our work with the essay.

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Sealy, Wendy. "An exploratory study of stakeholders' perspectives of a mega event in Barbados : the Golf World Cup 2006". Thesis, Bucks New University, 2009. http://bucks.collections.crest.ac.uk/9781/.

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Although much has been written on the benefits of hosting 'mega events' including the Olympic Games and the Football World Cup, smaller but still significant sport events of global significance such as the Golf World Cup have received hardly any attention by researchers. This dearth in knowledge has inspired the direction of this study, that is, to explore the stakeholder perspective of the Golf World Cup which was hosted in Barbados in 2006. This event was part of a national development strategy aimed at diversifying the tourism product in the light of the increasing competitiveness of the tourism industry. Consequently the research methodology adopted for this study was eclectic in nature as it sought to obtain a holistic understanding of the issues associated with hosting mega events on a small island microstate. An approach to data collection and analysis was therefore utilised including semi-structured interviews, participant observation and the examination of documents and promotional materials in order to understand the expectations and perceptions that specific stakeholder groups (including local tourism officials, international tourists and local residents) have of the Golf World Cup. The 85 participants in this study highlighted a diversity of views. From the tourism authorities' perspective, the reasons for staging the Golf World Cup were rather cliched. These included using the Golf World Cup as a tool to promote the island as an upmarket golfing destination. The authorities also expected that the Golf World Cup would stimulate tourism demand during a traditionally slow period and provide the island with much needed publicity in overseas tourism markets. However, the fieldwork revealed that the event was unsuccessful due to the poor attendance by both international tourists and local residents. From an international perspective many participants felt that the event was poorly attended due to a lack of awareness in overseas markets and the 'lack of atmosphere' and auxiliary attractions at the golf course. From the local perspective many participants felt that the event lacked appeal and cultural relevance to the host society. Locally, a significant finding is that the event projected an image of catering to an elitist clientele. This image created the perception among local residents that the event was socially exclusive and only served to perpetuate social divisions in society rather than to ameliorate them. Furthermore, many felt that the failure of the event authorities to solicit local participation was because local residents were not part of the decision-making process. This finding further augments the argument that events cannot be successful without local support and participation. The findings in this study can make a worthwhile contribution to the marketing, management and design of future events and the direction of policy formulation for sport events on the island of Barbados. It has illuminated many issues that direct the perceptions, expectations and subsequent purchase behaviour of international tourists and local visitors regarding a mega event on the island of Barbados.

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Roubíček, Jan. "Event Marketing - manuál úspěšného eventu". Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-315927.

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This thesis concerns with syntesis and evaluation of event marketing activities at sports events. Besides assembling a functional manual, it offers subjective and objective suggestions how to improve some best practices. Organizational manualu was set up using a semistructured survey of two sports events organizer groups. One of them is accountable for RunTour series, the other is preparing a brand new event. Where event marketing comes into play when organizing a new event is shown on the later one. Thesis offers an overview of sponsors event marketing activities, hence maret trends, as both organizing subjects are capacities in their field and at the end of the thesis, all is summarized to a severa steps guide n how to organize a succesfull event implementing event marketing functionality. There is also a scheme for better visibiity of this complex matter. These are also main contributions of the paper.

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