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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: Ara, Husna, Sarwar, Nafish, Zabeen, Mashruha
Format: Article
Language:English
Published: Universiti Sains Malaysia 2014
Subjects:
HD28-70 Management. Industrial Management
Online Access:http://eprints.usm.my/41048/1/5._event_marketing.pdf
http://eprints.usm.my/41048/
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id my.usm.eprints.41048
record_format eprints
spelling my.usm.eprints.41048 http://eprints.usm.my/41048/ A Hypothetical Comparison between Event Marketing and Conventional Advertising Ara, Husna Sarwar, Nafish Zabeen, Mashruha HD28-70 Management. Industrial Management 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. Universiti Sains Malaysia 2014-01 Article PeerReviewed application/pdf en http://eprints.usm.my/41048/1/5._event_marketing.pdf Ara, Husna and Sarwar, Nafish and Zabeen, Mashruha (2014) A Hypothetical Comparison between Event Marketing and Conventional Advertising. Journal of Business and Management, 15 (6). pp. 10-13.
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic HD28-70 Management. Industrial Management
spellingShingle HD28-70 Management. Industrial Management
Ara, Husna
Sarwar, Nafish
Zabeen, Mashruha
A Hypothetical Comparison between Event Marketing and Conventional Advertising
description 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.
format Article
author Ara, Husna
Sarwar, Nafish
Zabeen, Mashruha
author_facet Ara, Husna
Sarwar, Nafish
Zabeen, Mashruha
author_sort Ara, Husna
title A Hypothetical Comparison between Event Marketing and Conventional Advertising
title_short A Hypothetical Comparison between Event Marketing and Conventional Advertising
title_full A Hypothetical Comparison between Event Marketing and Conventional Advertising
title_fullStr A Hypothetical Comparison between Event Marketing and Conventional Advertising
title_full_unstemmed A Hypothetical Comparison between Event Marketing and Conventional Advertising
title_sort hypothetical comparison between event marketing and conventional advertising
publisher Universiti Sains Malaysia
publishDate 2014
url http://eprints.usm.my/41048/1/5._event_marketing.pdf
http://eprints.usm.my/41048/
_version_ 1643710114058731520
score 13.211869

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