Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources
Globalization challenges companies, demanding from them an immediate response to changes in society and the use of non-standard methods of promotion that can attract the target public. Special events are an effective brand promotion tool, but not without difficulties. Even in conditions of a limited...
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| Format: | Article |
| Language: | English |
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North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration
2023-08-01
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| Series: | Управленческое консультирование |
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| Online Access: | https://www.acjournal.ru/jour/article/view/2310 |
| _version_ | 1797290446174552064 |
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| author | O. O. Nikitina |
| author_facet | O. O. Nikitina |
| author_sort | O. O. Nikitina |
| collection | DOAJ |
| description | Globalization challenges companies, demanding from them an immediate response to changes in society and the use of non-standard methods of promotion that can attract the target public. Special events are an effective brand promotion tool, but not without difficulties. Even in conditions of a limited budget, provided high-quality management, an original concept and prompt response to current socio-economic and political changes, special events can bring profit, increase the efficiency of the organization, highlight the brand in the market, thereby increasing the competitiveness of the company. Each event requires the development of a concept as a separate opportunity to best influence the target group. The purpose of the work is to identify non-standard ways to promote special events in conditions of limited resources and to determine their effectiveness. To achieve the result, the author applied methods of systematization and generalization of existing experience on the subject of research, as well as methods of theoretical and empirical analysis, thanks to which recommendations were developed on the use of non-standard methods of promotion within the framework of solving problems for the implementation of a special event in modern conditions. |
| first_indexed | 2024-03-07T19:22:35Z |
| format | Article |
| id | doaj.art-17e5be3c821b4fa4beed3393d8d4fdbd |
| institution | Directory Open Access Journal |
| issn | 1726-1139 1816-8590 |
| language | English |
| last_indexed | 2024-03-07T19:22:35Z |
| publishDate | 2023-08-01 |
| publisher | North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration |
| record_format | Article |
| series | Управленческое консультирование |
| spelling | doaj.art-17e5be3c821b4fa4beed3393d8d4fdbd2024-02-29T09:36:21ZengNorth-West institute of management of the Russian Presidential Academy of National Economy and Public AdministrationУправленческое консультирование1726-11391816-85902023-08-01079410210.22394/1726-1139-2023-7-94-1021843Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited ResourcesO. O. Nikitina0Moscow State Linguistic UniversityGlobalization challenges companies, demanding from them an immediate response to changes in society and the use of non-standard methods of promotion that can attract the target public. Special events are an effective brand promotion tool, but not without difficulties. Even in conditions of a limited budget, provided high-quality management, an original concept and prompt response to current socio-economic and political changes, special events can bring profit, increase the efficiency of the organization, highlight the brand in the market, thereby increasing the competitiveness of the company. Each event requires the development of a concept as a separate opportunity to best influence the target group. The purpose of the work is to identify non-standard ways to promote special events in conditions of limited resources and to determine their effectiveness. To achieve the result, the author applied methods of systematization and generalization of existing experience on the subject of research, as well as methods of theoretical and empirical analysis, thanks to which recommendations were developed on the use of non-standard methods of promotion within the framework of solving problems for the implementation of a special event in modern conditions.https://www.acjournal.ru/jour/article/view/2310special eventsocio-economic factorshuman to humantarget audiencebudgetemotional connection with the consumerperformance indicators |
| spellingShingle | O. O. Nikitina Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources Управленческое консультирование special event socio-economic factors human to human target audience budget emotional connection with the consumer performance indicators |
| title | Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources |
| title_full | Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources |
| title_fullStr | Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources |
| title_full_unstemmed | Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources |
| title_short | Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources |
| title_sort | using non standard methods of promotion in the event industry in conditions of limited resources |
| topic | special event socio-economic factors human to human target audience budget emotional connection with the consumer performance indicators |
| url | https://www.acjournal.ru/jour/article/view/2310 |
| work_keys_str_mv | AT oonikitina usingnonstandardmethodsofpromotionintheeventindustryinconditionsoflimitedresources |