A Hypothetical Comparison between Event Marketing and Conventional Advertising

Abstract

The contemporary marketers all over the world are shifting their centre of attention into event marketing due to its intense reputation as a mode of promotion. However, the efficiency of event marketing as a promotional tool over the common advertising practices is yet to be measured. Hence, this article provides a hypothetical analysis via a two-sample proportionate test to measure the effectiveness of event marketing over the usual marketing promotion. The result evidently exhibits that; event marketing is relatively more effective mode of promotion compared to other conventional methods of advertising for developing goodwill, building customer-company relationship and ensuring further re-purchasing tendency. However, the concept of event marketing is still very new for many companies and they are very unclear about assessing the effects of an event sponsorship activity and uncertain about how it can be measured (8). Hence, the same research group (9) constructed and tested competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsor's brand with respect to purchase intentions with an on-site study at a sponsored event. At the same time Martensen along with other researchers (10) provided an empirical evidence of a model to asses the effectiveness of event marketing, except for the model can be used only to give directions for how an event should be designed to create positive brand attitude and buying intention. However, no comparative analysis with the existent conventional promotional tools was drawn by either these models. Hence, the purpose of this study aimed to examine the effectiveness of event marketing over existing conventional marketing tools. III. METHODOLOGY The purpose of this research is to examine the efficiency of event marketing over accessible traditional advertising tools. Hence, a comprehensive literature survey was carried out to identify the relationship between conventional marketing promotion, event marketing and strategic brand management. Based on that literature review, two different sets of questionnaires and sample were designed.