Hype? -- Event marketing that looks for trouble

Author: Leng Zhenxing (Compiler)
Publisher:
Publish Date: 2005-03-01
Features: The greatest feature of this book lies in its strong practicality. The author comprehensively introduces eight strategies for creating "incidents" in corporate event marketing, methods for building communication channels with the media, and the specific processes and key considerations of corporate news operations. These are all hands-on, practical content that is highly beneficial and instructive for readers, ready to be applied in corporate practice. Just like event marketing emphasizes practicality and effectiveness, this book is action-oriented and results-driven. This is exactly what practical and results-focused enterprises seek. Undoubtedly, the event marketing planning discussed in this book will provide great help to businesses. Event marketing, known for its four ounces displacing a thousand pounds in communication effectiveness, has long been favored by many companies. Unfortunately, there are almost no detailed analyses of event marketing in existing literature. After planning numerous classic event marketing cases in China in recent years, the author combines years of experience in event marketing, based on the intervention theory of consumer psychology, to systematically elaborate on the concept of event marketing, propose the "chain theory" of event marketing, clarify common misconceptions about it, such as short-termism, hype, and the idea that it can cause trouble. The book also comprehensively introduces eight strategies for creating "incidents" in event marketing, methods for building communication channels with the media, and the specific processes and key considerations of news operations. These practical insights are highly beneficial for readers and can be directly applied to corporate practice.