Hype: Event marketing that looks for trouble

Author: Leng Zhenxing
Publisher:
Publish Date: 2004-01-01
Features: The greatest feature of this book lies in its strong operability. The author comprehensively introduces eight strategies for enterprises to create "incidents" in the process of event marketing, methods for building communication channels with the media, and the specific processes and key points of enterprise news operations. All of these are practical and highly beneficial and reference-worthy for readers, ready to be applied to specific business practices. Just like event marketing emphasizes practicality and results, this book is action-oriented and pragmatic—exactly what practical and results-driven businesses hope to achieve. Undoubtedly, the event marketing planning discussed in this book will provide great help to enterprises. Event marketing, with its "four ounces displacing a thousand pounds" communication effect, 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 misconceptions about its short-term nature, hype, and potential for causing trouble, and comprehensively introduce eight strategies for enterprises to create "incidents" in event marketing, methods for building communication channels with the media, and the specific processes and key points of news operations. These practical and actionable insights are highly beneficial for readers, ready to be applied to specific business practices.