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| Author: | Hede, A-M. Kellett, P. |
| Title: | Marketing communications for special events: analyzing managerial practice, consumer perceptions and preferences |
| Journal: | European Journal of Marketing
2011 : VOL 45:6, p. 987-1004 |
| Index terms: | communication event marketing advertising media consumers case studies Australia |
| Language: | eng |
| Abstract: | The purpose of this article is to attempt to fill the gap in research concerning marketing communications of special events. Managerial practices, consumer perceptions and consumer preferences are examined in the context of event marketing communications. The authors conduct a case study of Festival Melbourne 2006, using marketing collateral and data collected from participant observations and interviews. The findings of the case study reveal that in situ marketing communications did not enhance the attendee experiences. The research participants also preferred passive ways in receiving information about the event. |
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