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01224 am a22001573u 4500 |
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|a dc
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|a Ara, Husna
|e author
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|a Sarwar, Nafish
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|a Zabeen, Mashruha
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|a A Hypothetical Comparison between Event Marketing and Conventional Advertising
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|b Universiti Sains Malaysia,
|c 2014-01.
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|z Get fulltext
|u http://eprints.usm.my/41045/1/5._event_marketing.pdf
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|a 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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|a en
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|a HD28-70 Management. Industrial Management
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