Download Promoting and Marketing Events: Theory and Practice by Nigel Jackson PDF

By Nigel Jackson

This obtainable booklet introduces scholars to the theories, techniques and abilities required to advertise an occasion effectively. to advertise an occasion successfully it really is necessary to comprehend advertising and marketing, however it is usually vital to realize that it's not simply shoppers who're the viewers: different publics who won't unavoidably attend may have a primary impact at the good fortune of an occasion besides. Uniquely consequently, this publication covers similar issues: advertising and public kinfolk in an occasions context. it will supply occasions planners a entire advisor on find out how to advertise occasions to various audiences, and on the way to use this to regulate an event’s long term reputation.

The publication makes a speciality of center advertising and marketing and PR present idea in particular appropriate to the occasions and introduces issues reminiscent of business plan, the patron, advertising and marketing PR and the way to take advantage of the net to advertise occasions. It integrates more than a few overseas case reports from small-scale occasions to mega-events to aid express how thought could be utilized in perform. It extra comprises inserts of interviews with practitioners within the box, to provide perception into the realities of occasion communique and to teach the way to triumph over strength pitfalls. studying results, dialogue questions and additional interpreting feedback are incorporated to assist navigation in the course of the publication, spur serious considering and additional students’ knowledge.

The ebook is vital examining for all scholars learning occasions administration, and gives invaluable examining for college students, lecturers and practitioners drawn to advertising and marketing and public kin in most cases.

Show description

Read Online or Download Promoting and Marketing Events: Theory and Practice PDF

Similar marketing books

WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace

REINVENTING your organization IN A CUSTOMER-DRIVEN industry FOREWORD by way of DON TAPSCOTT, Bestselling writer of Wikinomics "A must-read for enterprise leaders, managers, and with reference to an individual who desires to realize and faucet into the fantastic inventive strength of consumers and stakeholders. " -- Richard Florida, bestselling writer of the increase of the artistic type "Marketers may still persist with the path laid out by way of Sean Moffitt and Mike Dover, which leads us right into a new model way forward for pull, now not push, and of dialog, now not keep an eye on.

Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work

Revenues promoting is likely one of the strongest guns to be had to revenues and advertising employees, and is used greater than the other kind of advertising and marketing- since it works. nearly 60% of sonsumers usually make the most of a few type of revenues promoting every month. choked with functional examples in addition to new and up to date case experiences, the 5th version info new advancements in revenues advertising, exploring the ways that it may be utilized in conjunction with new media resembling interactive television, web-based advertisements and cellular advertising.

Ein Ansatz zur Erfassung des Leapfrogging-Phänomens: Grundkonzept, modelltheoretische Basis und empirische Befunde

Häufig überspringen Konsumenten Modellzyklen und erwerben nicht das unmittelbare Nachfolgemodell eines Produktes. Dieses als Leapfrogging bezeichnete Phänomen gewinnt bei kürzeren Produktlebenszyklen in gesättigten Märkten mit Fokussierung auf den Ersatzkauf zunehmend an Bedeutung, denn es besteht die Gefahr, den Kunden auf dem Weg zum neuen Modell zu verlieren.

Extra info for Promoting and Marketing Events: Theory and Practice

Sample text

By and large there is little statistically significant data to suggest that some people are more susceptible to being persuaded. The one specific situation where there is evidence is that women are more persuadable in group pressure situations, where they are more likely than men to yield to the group position (see O’Keefe 2002). On the whole it is the source credibility and message which is likely to be the most persuasive, rather than the nature of the message receiver. Aristotle was writing at a time when rhetoric was highly valued and so believed that of the three factors the source was the most important.

The organisers had to recruit 10,000 volunteers to marshal the event, had to decide if it was going to happen and if so on which day, and they had to deal with the media. The main news story in the Dutch media was the weather conditions, and what percentage chance there was of the Elfstedentocht taking place. A press conference from the organisers was broadcast live on national television. Hotel rooms in the area were booked just in case, and people voluntarily brushed snow off the canals to encourage the ice to reach the magical 15cm.

To get people to attend the organisers: ● Use different colour beers to appeal to a variety of different drinkers. ● Ensure the booking details are prominent and social media links have been included in recent years. ● Sometimes use a slogan/headlines to get across that there will be a large range of beers and ciders to choose from. ● In 2012 the GBBF used famous images of London to appeal to those who were visiting the capital for the Olympics. The main message to the brewery bars is functional: that this gives them a great chance to market their brands to more than 60,000 visitors.

Download PDF sample

Rated 4.04 of 5 – based on 43 votes