A Hypothetical Comparison between Event Marketing and Conventional Advertising
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 ar...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Sains Malaysia
2014
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| Subjects: | |
| Online Access: | http://eprints.usm.my/41048/1/5._event_marketing.pdf |
| _version_ | 1797010557999513600 |
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| author | Ara, Husna Sarwar, Nafish Zabeen, Mashruha |
| author_facet | Ara, Husna Sarwar, Nafish Zabeen, Mashruha |
| author_sort | Ara, Husna |
| collection | USM |
| description | 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. |
| first_indexed | 2024-03-06T15:21:32Z |
| format | Article |
| id | usm.eprints-41048 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:21:32Z |
| publishDate | 2014 |
| publisher | Universiti Sains Malaysia |
| record_format | dspace |
| spelling | usm.eprints-410482018-07-16T02:53:21Z http://eprints.usm.my/41048/ A Hypothetical Comparison between Event Marketing and Conventional Advertising Ara, Husna Sarwar, Nafish Zabeen, Mashruha HD28-70 Management. Industrial Management 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. Universiti Sains Malaysia 2014-01 Article PeerReviewed application/pdf en http://eprints.usm.my/41048/1/5._event_marketing.pdf Ara, Husna and Sarwar, Nafish and Zabeen, Mashruha (2014) A Hypothetical Comparison between Event Marketing and Conventional Advertising. Journal of Business and Management, 15 (6). pp. 10-13. |
| spellingShingle | HD28-70 Management. Industrial Management Ara, Husna Sarwar, Nafish Zabeen, Mashruha A Hypothetical Comparison between Event Marketing and Conventional Advertising |
| title | A Hypothetical Comparison between Event Marketing and Conventional Advertising |
| title_full | A Hypothetical Comparison between Event Marketing and Conventional Advertising |
| title_fullStr | A Hypothetical Comparison between Event Marketing and Conventional Advertising |
| title_full_unstemmed | A Hypothetical Comparison between Event Marketing and Conventional Advertising |
| title_short | A Hypothetical Comparison between Event Marketing and Conventional Advertising |
| title_sort | hypothetical comparison between event marketing and conventional advertising |
| topic | HD28-70 Management. Industrial Management |
| url | http://eprints.usm.my/41048/1/5._event_marketing.pdf |
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