Page 96 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

4.8.3 Print, Design and Production Notes

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.
When designing and printing event publications:

Engage one of the graphic designers to manage the production process for you;
Be clear about the production budget for each item;
Prepare a brief to ensure that everyone is aware of what you want, provide examples
where possible;
Consider the audience and the purpose of the material (e.g. will it be easily posted and
suitable for pinning to notice boards?);
Have a schedule for production;
Avoid complex and therefore costly designs;
Simple designs will often suffice and be more cost effective;
Designs should be in colour and mono format if required; Ask to see a design mock up or
proof and paper samples.
Ensure final proof reading is completed by someone who is-
(a) known to be good at it, and
(b) who has not been involved in any of the preparation of the copy.
Check phone numbers and dates repeatedly to be guaranteed they are correct.

4.8.4 Advantages of Publicity

The advantages of publicity are low cost, and credibility. New technologies such as web cameras,
web affiliates, web logs, and convergence are changing the cost-structure.

4.8.5 Disadvantages of Publicity

The disadvantages are lack of control over how your releases will be used, and frustration over
the low percentage of releases that are taken up by the media. Publicity draws on several key
themes including birth, love, and death.

4.8.6 Modes of Publicity

1. Stickers: Sticker printing can come in various shapes and sizes. That is why when you
print stickers for your business, you should try out and take advantage of various sticker
printing forms to get the most coverage out of them. Let’s start with the obvious one,
bumper stickers.
(i) Bumper Stickers: Stickers in the bumpers of cars is a well liked decorative feature.
Mainly in boring commuter traffic, those bumper stickers are all the entertainment
some people meet on the road. That is why printing stickers like this for your event
information can be an effective marketing tool. You can get lots of people to look at
your marketing message as they move slowly with traffic. This is cheap and easy to
do, so try it out for business.

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