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Event marketing as a promotional tool: a case study of four companies
2000 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to provide a better understanding of how event marketing is used as a promotional tool. Our research explores, describes and tries to explain the objectives with event marketing, how specific events are selected, how the event effectiveness is evaluated, as well as the advantages and disadvantages of using event marketing. We have conducted a multiple-case study on four companies. Our findings showed that the main objectives stated with event marketing are related to affecting the image and achieving awareness. Regarding the selection of specific events, companies take several criteria into consideration and the more experience they have of event marketing, the more criteria are considered. The evaluation of event effectiveness is perceived as difficult and mainly conducted through marketing research. Finally, the main advantage with event marketing is that it penetrates the media noise, while the difficulty of evaluation is perceived as a disadvantage.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, event marketing, events
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-51185ISRN: LTU-SHU-EX--00/051--SELocal ID: 8645a0c7-05f2-4399-9d47-9e8e5b074fccOAI: diva2:1024548
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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