Marketing communications for special events : analysing managerial practice, consumer perceptions and preferences

Hede, Anne-Marie and Kellett, Pamm 2011, Marketing communications for special events : analysing managerial practice, consumer perceptions and preferences, European journal of marketing, vol. 45, no. 6, pp. 987-1004.

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Title Marketing communications for special events : analysing managerial practice, consumer perceptions and preferences
Author(s) Hede, Anne-Marie
Kellett, Pamm
Journal name European journal of marketing
Volume number 45
Issue number 6
Start page 987
End page 1004
Total pages 18
Publisher Emerald Group Publishing Limited
Place of publication Bingley, England
Publication date 2011
ISSN 0309-0566
Keyword(s) Marketing communications,
Advertising media
Individual perception
Summary Purpose – Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing communications for this market offering.
Design/methodology/approach – A case study analysis of Festival Melbourne 2006 was undertaken using marketing communications collateral, ethnographic (participant observations) and interview (in-depth and focus group) data.
Findings – A centralised approach to marketing communications was adopted for this event, but was difficult to implement. In addition, it was found that the marketing communications in situ did not assist attendees to make the most of their event experiences. It was also found that research participants prefer to receive information about special events passively.
Practical implications – With the increasing levels of globalisation and standardisation in the event sector there is a need to attain a balance between centralisation and adaptation in relation to marketing communications strategies and their implementation. Furthermore, it is imperative that marketing communications are integrated across all stages of consumption.
Originality/value – This study adds to the body of knowledge about marketing communications, and more generally within events. It also adds to the debate surrounding the integration of marketing communications.
Language eng
Field of Research 150502 Marketing Communications
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2011, Emerald Group Publishing Limited
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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