Event marketing

Author: Ma Cheng
Publisher:
Publish Date: 2005-05-01
Features: On the second Monday of June 2004, a British man drove a amphibious sports car, just like the extraordinary spy handsome man James Bond, successfully across the English Channel. This man was the famous CEO of the Virgin Group, Richard Branson. The media around the world focused their attention on this "unconventional" hero. Has this "old man" gone mad? Those who say he has are the real fools. Branson ran 22 miles like this, saving at least ￡10 million in advertising costs for his company. This is event marketing, making journalists around the world obsessed and continuously writing about it, in reality, they have become the company's unpaid advertisers. In this era of mass communication, creativity is essential. Brands need creativity, and so do communications. Among the many communication methods, event marketing is the one that best combines "effectiveness and creativity." Event marketing is a highly popular public relations and marketing promotion method in recent years both domestically and internationally. This book, with extensive theoretical foundations and practical cases, not only explains what event marketing is but also provides practical methods for planning, executing, and overall managing event marketing.