Advertising Effectiveness In Events
Jain, Sushilkumar (2012) Advertising Effectiveness In Events. [Dissertation (University of Nottingham only)] (Unpublished)
Confronted with decreasing effectiveness of the classic marketing communications, events have become an increasingly popular alternative for marketers. Events constitute one of the most exciting and fastest growing forms of leisure and business. With time, the decreasing effectiveness of classical marketing communications boosted the use of events for marketing and making brand awareness. Event marketing is seen as the unique opportunity to integrate the firm’s communication activities like public relations, advertising, and direct marketing, in a sense which enables consumers to interact with brands. The basic objective of any industry is to deliver the product in market with making profits and merchandising. This can be done with the help increase in sales at remunerative prices. Advertising is the major player for reach of products and services to the consumers and a varied method of publicity. American Marketing Association (2006) defines advertising as “any paid form of non personal presentation and promotion of ideas, goods and/or services by identified sponsor” (Kotler and Keller, 2009).
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