Event Marketing Essay

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Recommended: Importance of branding on an organisation

An Impact of Event Marketing on consumer purchasing behavior.
Abstract:
Currently one of the most essential factors that comprises in an effective Marketing plan is Event marketing. Event marketing is a rapidly growing marketing technique used by most of the companies today, to communicate regarding their products with customers. In this article the author discusses the impact of event marketing on consumer purchasing behavior by developing a conceptual model. The model provides a comprehensive understanding of factors affecting event marketing towards consumer purchasing behavior. Data in this paper was gathered from primary as well as secondary data sources (observations, internet resources and visual media)
Chapter 1: INTRODUCTION
1.0 …show more content…

To find out the relationship between event marketing and organizational performance.

1.4 Significance of the study
Brand:
A brand is defined as a name or a symbol intended to identify a product or a service of a particular company and to differentiate those goods or services from those of competitors. In event marketing, usage of logos, trademarks or package designs can be used to distinguish a company’s offering and interactively link them to the event. ‘Branding’ when combined with Events, plays a critical role in establishing competitive advantage.
Event marketing:
Event marketing is defined as the "practice of promoting the interests of an organization and its brands by associating the organization with a specific activity" (Close, Finney, Lacey and Sneath, 2006). Firms use event marketing to achieve a variety of goals due to its distinctiveness, through consumer interactions. Brand awareness, sales, and image enhancement are the common reasons for participating in events. Firms investing in event marketing have the means through which they may create a hands-on experience for their target market (Sneath, Finney, and Close, 2005). …show more content…

Consumers themselves don’t know exactly what influences their purchases. However Hoyer and Maclnnis (2009), states that 95% the thought, emotion, and learning that occurs in the minds of the consumer will drive the purchases. Therefore as stated above, Event marketing provides marketers the ability to communicate with customers through real-lived experiences by stimulating their emotions towards the product. Unlike traditional marketing like advertising, event marketing allows the consumer to be actively involved in the development of brand values, due to their voluntary participation in them (Wohlfeil and Whelan,

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