Page 115 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes Without valid and reliable research, you may waste scarce time and resources.
Ensure publicity material is prepared in accordance with the promotional strategy and
budget allocations, and dispatched within timelines.

The five Ps of Event Marketing are Product, Promotion, Price, Public Relations and Place.
Standing different from others while planning event can be done only when an event is
properly planned.
Accurately planned events have least chances of going wrong.
There are various things involved in event promotion and planning like selecting venue,
marketing, getting sponsorship, preparing committee, arranging finance, carrying out
registration process, etc.

Commercial television is being regarded as the most effective means of reaching out to
the masses.
In order to reach out to the local audience then cable television marketing is effective.
Radio, another medium of broadcast mass media, is also proving to be effective, in the
recent times, with the increasing number of FM channel.

Successful salespeople have both expert product knowledge and effective sales skills.
Expert product knowledge is essential in today’s competitive environment.
The expertise the salesperson demonstrates regarding the sponsorship package or other
event component will differentiate this person from the competition.

Advertising is what you say about your event, whereas public relations is what others (or
that perception) are saying about your event.

The process for identifying, soliciting, negotiating, securing, servicing, and evaluating
sponsorships is a complex one.
Publicity is the deliberate attempt to manage the public’s perception of a subject.

The subjects of publicity include people goods and services, organizations of all kinds,
and works of art or entertainment.
The print, design and production of event resources such as programs, invitations and
promotional materials is very important to the professionalism and credibility of your
event.

Publicity draws on several key themes including birth, love, and death.
All advertising drafts for all mediums should be approved by the Division of Marketing.

4.12 Keywords

Promotion: The process of attracting people’s attention to a product or event, for example by
advertising.

Sponsor: To pay for or give money to an event, a television or radio programme, a website etc
as a way to advertise your products or services.
Sponsorship: Money given to an organization to help to pay for something, often an event.

Celebrity: A famous person, especially in entertainment or sport.
Campaign: A series of things such as television advertisements or posters that try to persuade
people to buy a product.

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