Event Marketing and Publicity

Paper Summary:

This paper discusses the planning, marketing, and publicity issues concerning events. The paper identifies the six primary activities or core tasks that are associated with the event marketing and publicity process. These include conceptualization, monitoring, planning, organization and coordination, administration, and evaluation. Current and future trends in marketing and publicity are also covered in the paper.

From the Paper:

"The key to successful event delivery, marketing and publicity lies in the ability of an event manager to strategically manage an event from a public relations perspective. Many event managers tend to focus on tactical management skills with regard to event planning, however the key to successful marketing and publicity lies more in strategic planning. This is increasingly important as the future of marketing and publicity changes in the face of technological advances that allow marketing and publicity to reach a greater number of people than in the past. Publicity and marketing has now become a force that impacts the global market. Thus a strategic outlook is necessary. Event planners and publicity agents working in any country must look at not just the tactical aspects of marketing but also focus on strategic ones."

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