1st Edition

A Practical Guide to Event Promotion

ISBN 9781138915343
Published June 16, 2017 by Routledge
242 Pages 21 B/W Illustrations

USD $62.95

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Book Description

This Practical Guide to Event Promotion offers the reader a short and succinct overview of the range of marketing communication materials from print to social marketing that can be used to promote an event successfully to the correct target markets. It includes invaluable advice on how to identify the type of communication tools most applicable to the type of event that is being promoted and its target market; how to effectively use and implement these; useful tips on things to avoid; as well as suggested time frames to use before, during and after the event. Examples of best practice and insights from events marketers are integrated throughout. Although full of practical information, a strong theoretical base underpins the advice included on how event managers can apply communication and persuasion theory to key audiences.

This book will be a useful resource for Events Management students putting on an event as part of their course and for assessments, and those wanting to convert general theory into practical skills they will use in the workplace.

Table of Contents

1. Introduction

Section 1: Theoretical Underpinning

2. Communicating with your audiences

3. Events and communication channels

Section 2: Printed Media

4. Advertising

5. Direct communication

6. Media relations

7. Merchandising

Section 3: Online Media

8. Websites

9. Social networking sites

10. Email

Section 4: Multimedia

11. Video

12. Images

13. Exhibition stands

14. Conclusion

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Nigel Jackson is Reader in Persuasion and Communication at the Plymouth School of Tourism & Hospitality, Plymouth University, UK. He has published over 30 peer-reviewed journal articles and the textbook Promoting and Marketing Events (2013). His research specialises in political communication and persuasion.

Katie Angliss is a Lecturer in Events Management at the Plymouth School of Tourism & Hospitality, Plymouth University, UK. Her research interest is in how organisations use events to enhance their corporate reputation. Prior to this Katie worked in corporate PR.