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.
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.
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