Page 116 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

Marketing: The ways in which a company encourages people to buy its products by deciding on Notes
price, type of customer, and advertising policy.
Venue: The place where an activity or event happens.

Booking: An arrangement made by a performer to perform at a particular place and time in the
future.
Discount: A reduction in the price of something.

Registration: The process of recording names or information on an official list.

4.13 Review Questions

1. What is meant by marketing of an event?
2. Why marketing is needed?
3. What is meant by promotion of an event?

4. Why promotion is necessary?
5. Explain the promotional strategy.
6. What do you understand by Event Sponsorship?

7. Write a short note on Internet Event Marketing.
8. Explain the 5 Ps of event marketing.
9. What are various promotional methods?
10. How will you prepare various contingency plans?

Answers: Self Assessment

1. properly planned. 2. Accurately

3. promotion and planning 4. Commercial
5. mass media 6. product knowledge
7. product 8. differentiate
9. Advertising 10. complex

11. False 12. True
13. True 14. True
15. True

4.14 Further Readings

Books Allen, J. (2000). Event Planning: The Ultimate Guide to Successful Meetings,
Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives,
and Other Special Events. Toronto, Ontario, Canada: Wiley.
Astroff, M. T., and J. R. Abbey (1995). Convention Sales and Services, 4th ed.
Cranbury, NJ: Waterbury Press.

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