A Hypothetical Comparison between Event Marketing and Conventional Advertising

Ara, Husna and Sarwar, Nafish and Zabeen, Mashruha (2014) A Hypothetical Comparison between Event Marketing and Conventional Advertising. Journal of Business and Management, 15 (6). pp. 10-13.

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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.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Pusat Pengajian Pengurusan (School of Management) > Article
Depositing User: ASM Ab Shukor Mustapa
Date Deposited: 19 Jun 2019 01:02
Last Modified: 19 Jun 2019 01:02
URI: http://eprints.usm.my/id/eprint/41045

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