"THE EFFECT OF EVENT MARKETING ACTIVITIES ON BRAND PROMOTIONS"

Authors

S. Suganya & Dr. K. Sabarirajan (Associate Professor)
Annamalai University, Chidambaram- 608002

Abstract

Event marketing is a strategy marketers use to promote their brand, product, or service with an in-person or real-time engagement. These events can be online or offline and companies can participate as hosts, participants or sponsors. Marketers use both inbound and outbound event marketing strategies for promotional purposes.Event marketing is understood exclusively in the sense of a communication tool whose purpose is to disseminate a company’s marketing messages by involving the target groups in experiential activities.This paper is to identify the effect of event marketing promotional activity on brand promotions.Totally 528 respondents are considered as a sample size for the study. Descriptive statistics, post hoc test and ANOVA are used to describe the samples.It is noted that the age groupof the respondents have difference of opinion towards event marketing factors.