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.
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Extra info for Promoting and Marketing Events: Theory and Practice
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.