Journal articles: 'Event marketing,eventi,marketing'

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Vel, K. Prakash, Laila Mohamed Suhail, and Amal Dokhan. "Events Marketing Model of Dubai Shopping Festival." Revista Brasileira de Marketing 13, no. 6 (2014): 138–47. http://dx.doi.org/10.5585/remark.v13i6.2811.

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Cities and places have become major destinations through taking the extra mile of creativity and offering a well-researched package of offerings through systematically planned events. One such leading example in the list of successful festivals that have earned a global reputation due to its uniqueness and creative event offerings is the Dubai Shopping Festival (DSF) in the United Arab Emirates. This paper is a case study based description of the internal and external drivers involved in planning and implementing a global event successfully and has captured the various drivers through a structured framework. The analysis serves as a good addition to the existing literature on Events Marketing.

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

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

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Piątkowska, Monika, and Jolanta Żyśko. "Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™." Physical Culture and Sport. Studies and Research 50, no. 1 (2010): 118–32. http://dx.doi.org/10.2478/v10141-010-0029-6.

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Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.

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

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

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

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

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Jaelani, Aan, Edy Setyawan, Abdul Aziz, Nining Wahyuningsih, and Diana Djuwita. "Sustainable Event and Festival in Cirebon, Indonesia: in Islamic Marketing Perspective." Revista Rosa dos Ventos - Turismo e Hospitalidade 12, no. 4 (2020): 811–38. http://dx.doi.org/10.18226/21789061.v12i4p811.

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This article will explore the sustainability of events and festivals on tourism activities held in Cirebon, Indonésia. The city, known as the ‘City of Guardians’, is very popular with religious tourism destinations that are branded for tourism products. Events and festivals that are held on an ongoing basis can become tourist attractions, used as a marketing place, and a strategy to create an image of the destination, thus attracting tourists' visits. The methodology used is the document review approach and trend analysis to observe and analyze the various events and festivals held from 2015 to 2019 and the shariah marketing mix that they apply. This article concludes that the shariah marketing mix in promoting events and festivals from various existing tourism segments, such as religious and traditional tourism, arts and cultural tourism, culinary tourism, nature tourism, and local economic tourism, has demonstrated a new concept for marketing tourism products, which emphasizes aspects of locality and uniqueness. So that this tourist destination is not only more potential and crowded by tourists, but also has shown the sustainability of the event and the festival itself.

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REICHEL, ARIE. "2007 Advances in Tourism Marketing Conference: Destination and Event Marketing: Managing Networks." Anatolia 18, no. 2 (2007): 377–81. http://dx.doi.org/10.1080/13032917.2007.9687217.

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

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

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Hanslim, Felicia, Henri Putra Jaya, and Yuliana Riana Prasetyawati. "The Influence of Perceived Quality on Product Purchase Intention Through Event." Communicare : Journal of Communication Studies 7, no. 2 (2020): 121. http://dx.doi.org/10.37535/101007220202.

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An important consideration factor for consumers to choose home appliances products is product quality. Marketing communication can be a medium for companies to convey information about products and their advantages as well as a stimulus that drives consumers to make purchases. Modena chooses event marketing communication tactics namely Culinaria Modena so consumers can know and experience first hand the quality and features of the product. The purpose of this study was to determine the effect of perceived quality on buying interest through the Culinaria Modena event. The results of the study stated that there is a strong influence between perceived quality on buying interest through events. This states that the event is a strategic marketing communication to build buying interest. It is recommended to Modena to increase the frequency of organizing Culinaria Modena and events become the main choice in marketing communication tactics.

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Nabila, Jasmine Dewi, and Dimas Satrio Wijaksono. "ASTRA DAIHATSU CUSTOMER VIRTUAL EVENT’S SPECIAL EVENT STRATEGY BY PT. MAHA KREASI INDONESIA." Indonesian Journal of Communication Studies 14, no. 1 (2021): 18. http://dx.doi.org/10.31315/ijcs.v14i1.4780.

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The spread of the Covid-19 pandemic in all parts of the world including Indonesia, resulted in most industrial sectors experiencing economic paralysis. Business people must do various ways to keep their business running and marketing activities carried out with innovations according to the situation. With all the limitations of movement, the emergence of various virtual events is a solution for marketing activities to keep going in this critical pandemic. Astra Daihatsu is one of the brands that is active in holding virtual events during the pandemic through PT. Maha Kreasi Indonesia as an alternative to their marketing activities during the pandemic. Customer virtual events are carried out to maintain Astra Daihatsu's communication with the community, and be active in continuing Astra Daihatsu's routine marketing activities, namely holding events. The purpose of this study was to identify the special event strategy implemented by PT. Maha Kreasi Indonesia as the organizer of the Astra Daihatsu virtual event. This study uses the theory of special event stages by Joe Goldblatt which consists of research, design, planning, coordination, and evaluation. The research method used is descriptive qualitative with a post-positivism paradigm and data collection was carried out by in-depth interviews, observative pastoral, documentation, and literature study. The results obtained explain the application of the special event stages in the implementation of the Astra Daihatsu virtual event by PT. Maha Kreasi Indonesia in carrying out its marketing activities.

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

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

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Prokhorov, Andrey. "Educational services promotion in line with the experiential marketing philosophy." Tambov University Review. Series: Humanities, no. 180 (2019): 17–23. http://dx.doi.org/10.20310/1810-0201-2019-24-180-17-23.

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We consider the aspects of experiential marketing development as a marketing philosophy. The direction of experiential marketing was developed in line with experience economy. The concept is based on the thesis that a product or service purchase is accompanied by the impressions formation from the purchase process, and the nature of these impressions determines the consumers’loyalty to the brand of the company that offers goods or services. Experiential marketing develops at the junction of relationship marketing, emotional marketing, event marketing and show marketing. Experiential marketing is designed to make the process of purchasing a product or service more personalized. Experiential marketing began to be applied in areas related to sales of impression (hotel, restaurant business, etc.). The idea of marketing is used in the process of promoting university educational services. We cover the event promotion cases of Derzhavin Tambov State University, the essence of which reflects the ideas of experiential marketing. As a case study, we focus on experience of holding a special event “Night at Tambov State University named after G.R. Derzhavin”, aimed at development of positive impression among the guests. One of the “Night at Tambov State University named after G.R. Derzhavin” tasks was to demonstrate the university capabilities in an informal way, different from traditionally held events.

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Citra Pratiwi, Citra Maudina, Azis Kurniawan, and Ary Wibisono. "PENGARUH EVENT MARKETING TERHADAP KEPUTUSAN BERKUNJUNG WONDERLAND ADVENTURE WATERPARK KARAWANG." BUANA ILMU 3, no. 2 (2019): 14–35. http://dx.doi.org/10.36805/bi.v3i2.646.

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Penelitian ini bertujuan untuk menjelaskan: Pengaruh dari variabel Event Pariwisata secara parsial terhadap Keputusan Berkunjung Wisatawan. Penelitian ini menggunakan 2 variabel; yaitu event marketing (X) dan Keputusan Berkunjung Wisatawan (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara langsung pada Wisatawan yang Berkunjung ke Event Wonderland Adventure Waterpark. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang responden. Teknik pengambilan sampel yang digunakan adalah sampling indential . Analisis data yang digunakan adalah analisis deskriptif, verifikatif, uji normalitas dan analisis regresi . Kemudian variabel dari Event Pariwisata berpengaruh secara parsial dan signifikan terhadap Keputusan Berkunjung Wisatawan. Berdasarkan hasil penelitian, sebaiknya Perusahaan Wonderland Adventure Waterpark Kabupaten Karawang mempertahankan variabel dari Event yang merupakan faktor penting dalam menciptakan event menjadi spesial. Perusahaan Wonderland Adventure Waterpark dapat mempertahankan variabel yang digunakan dalam penelitian ini dan menggali lebih dalam lagi yang dimiliki Wonderland Adventure Waterpark dan dapat menerapkan ke dalam event-event yang diselenggarakan sehingga memiliki keistimewaan dan menarik perhatian wisatawan. Kata kunci : Event, Pariwisata, Event Pariwisata, Keputusan Berkunjung  This research aims to clarify: influence of variable Event Tourism partially against the decision of the Visiting tourists. This study uses two variables; IE event marketing (X) and the decision of the Visiting Tourist (Y). The collection of data obtained through the dissemination of the questionnaire directly on tourists visiting the Event Wonderland Adventure Waterpark. The samples used in the study was 100 people respondents. Sampling technique used was sampling indential. The analysis of the data used is descriptive, verifikatif analysis, regression analysis and normality test. Then the variable of influential Tourism Event in partial and significantly to the decision of the Visiting tourists. Based on the results of the study, preferably Company Wonderland Adventure Waterpark Karawang maintains variables from the Event which is an important factor in creating the event be special. Company Wonderland Adventure Waterpark can maintain the variables used in this study and digging deeper owned Wonderland Adventure Waterpark and can implement into events held so have the privilege and attract the attention of tourists. Keywords: Event, Tourism, Tourism Events, Visiting Decisions

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Xu, Xiaobing, and Rong Chen. "Time metaphor and regulatory focus." European Journal of Marketing 54, no. 8 (2020): 1865–81. http://dx.doi.org/10.1108/ejm-08-2018-0575.

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Purpose Two time metaphors are often adopted to express the passage of time: the ego-moving metaphor that conceptualizes the ego as moving toward the stationary event (e.g. we are approaching the holiday) or the event-moving metaphor that conceptualizes the event as moving toward the stationary ego (e.g. the holiday is approaching us). This paper aims to investigate the influence of the time metaphor on regulatory focus, as well as its downstream marketing implications. Design/methodology/approach Five studies were conducted. Studies 1a–1c examined the moderating effect of the valence of events on the relationship between time metaphors and regulatory focus. Studies 2–3 investigated the downstream marketing implications of the above effects. Findings The findings indicated that compared to the event-moving metaphor, the ego-moving metaphor is more likely to evoke a promotion focus when consumers anticipate a positive event. However, when the event is negative, the ego-moving metaphor is more likely to evoke a prevention focus compared to the event-moving metaphor. Research limitations/implications This research extends the previous literature on regulatory focus activation by showing that time metaphors affect regulatory focus, and that event valence plays a critical moderating role in the relationship. Practical implications Many companies rely on positive events (e.g. holidays, anniversaries) to market their products. The findings of this research suggest that companies promoting products with promotion-related benefits or products with higher risks should adopt an ego-moving metaphor to describe the coming of the event. In contrast, companies promoting products with prevention-related benefits or products with low risks should adopt an event-moving metaphor to describe the coming of the event. Originality/value This research showed that the effects of time metaphors on consumers’ regulatory focus depend on the valence of the events. It also demonstrated the downstream implications of time metaphors by showing that time metaphors influence consumer product choices and financial decisions.

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

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

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

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

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

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

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

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

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

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

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Asnawi, Aisah. "Destination images: antecedents of city marketing, tourism event, and social media marketing concept." Jurnal Perspektif Pembiayaan dan Pembangunan Daerah 9, no. 2 (2021): 171–86. http://dx.doi.org/10.22437/ppd.v9i2.12742.

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Building tourism is long-term work. Many elements are involved, and their effectiveness cannot be calculated partially. At present, competition between cities/districts continues to increase, especially in city/district marketing that is tourist-friendly, iconic tourism events, and massive social media marketing. The strong destination image will impact on increasing the number of visits. This research aims to analyze the impact of city/district marketing power, tourist events, and social media on the image of tourist destinations in Maluku. The methodology in this research is based on quantitative analysis using Structural Equation Modelling (SEM) to discuss theory and see the relationship between city/district marketing variables, tourism events, social marketing media, and destination image. This study indicates that city/district marketing has a greater increase in strengthening the image of destinations compared to tourism events and social media marketing. This shows an effective strategy from the government in advancing tourism faster and more robust in increasing the image of a destination.

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C. Cant, Michael. "Using social media to market a promotional event to SMEs: opportunity or wasted effort?" Problems and Perspectives in Management 14, no. 4 (2016): 76–82. http://dx.doi.org/10.21511/ppm.14(4).2016.09.

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Much has been said about the advantages of using social media in the marketing of brands and products of companies. Marketing, as we knew it in the past millennia, has changed dramatically and is evolving at a faster pace than ever. Traditional media, such as print and broadcast, are becoming more obsolete and largely replaced by social media platforms. These platforms are growing and expanding in leaps and bounds and have become potent instruments of marketing. It is up to organizations to use these platforms to market their brands, services and business, as it can have a profound effect on the success and growth. This is even truer in the case of entrepreneurs who are generally younger and more technology savvy and who use social media for all means and purposes. The purpose of this research study was, therefore, to investigate the use of social media among institutions that focus on specific events such as a business plan competition and to establish to what extent the use of these social media tools were used or effectively used to communicate the event to SMEs. A web-based self-administered questionnaire was distributed among the respondents of a business plan competition. A total of 992 useable responses were received. The findings mainly revealed that institutions that use social media in their marketing drive either do not plan properly for the use of it, or is careless in their approach to these tools. The results pointed to a large number of respondents (55%) who were not even aware that social media tools were used in the promotion of the competition. Keywords: social media, SME, special event marketing, marketing, usage, promotional mix elements, South Africa. JEL Classification: M13

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Sousa, Isabel Cristina Almeida de, Kléuvia Macedo Oliveira Lima, Renata Patrícia Müller Marques, Carla Simone Castro, and Luiz Daniel Muniz Junqueira. "MARKETING STRATEGIC PLANNING: EVENT AS MARKETING STRATEGY IN A COMMERCIAL CENTER CASE STUDY." Applied Tourism 5, no. 1 (2020): 16–26. http://dx.doi.org/10.14210/at.v5n1.p16-26.

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Turner, Paul. "Implementing integrated marketing communications (IMC) through major event ambassadors." European Journal of Marketing 51, no. 3 (2017): 605–26. http://dx.doi.org/10.1108/ejm-09-2015-0631.

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Purpose This paper aims to identify how integrated marketing communications (IMC) was applied to a major multi-cultural sporting event, the Asian Cup 2015, through event ambassadors integrating the Kliatchko (2008) four-pillars model of IMC. Design/methodology/approach Semi-structured interviews were conducted with 14 people involved with the event, with questions designed to ascertain ways in which the multicultural communication occurred. Findings The four-pillars model is applicable in this case. Interviews identified that while the cultural and football issues being faced by the organisers introduced many challenges, ambassador communication proved to be an extremely effective process of IMC. The integration of ambassador communications overcame many cultural barriers with respect to language, ticketing and communication, enabling engagement of communication channels. Research limitations/implications This research addressed a specific multicultural event in one specific market. While providing insights into how this event managed its IMC programme, investigation into other events is required to identify whether similar results would apply. Practical implications The way in which the event incorporated community members into the IMC programme provides a strong opportunity to examine whether this approach could be applied by marketing managers more broadly. Originality/value An examination of the IMC conducted in conjunction with a major event has not featured previously, and the original way in which this event conducted its communications highlights aspects that are relevant to marketers in all organisations.

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

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

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

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

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Journal articles on the topic 'Event marketing,eventi,marketing'

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