A Hypothetical Comparison between Event Marketing and Conventional Advertising
The contemporary marketers all over the world are shifting their centre of attention into event marketing due to its intense reputation as a mode of promotion. However, the efficiency of event marketing as a promotional tool over the common advertising practices is yet to be measured. Hence, this ar...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Sains Malaysia
2014
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| Subjects: | |
| Online Access: | http://eprints.usm.my/41048/1/5._event_marketing.pdf http://eprints.usm.my/41048/ |
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| Summary: | The contemporary marketers all over the world are shifting their centre of attention into event marketing due to its intense reputation as a mode of promotion. However, the efficiency of event marketing as a promotional tool over the common advertising practices is yet to be measured. Hence, this article provides a hypothetical analysis via a two-sample proportionate test to measure the effectiveness of event marketing over the usual marketing promotion. The result evidently exhibits that; event marketing is relatively more effective mode of promotion compared to other conventional methods of advertising for developing goodwill, building customer-company relationship and ensuring further re-purchasing tendency. |
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