File(s) under permanent embargo

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

journal contribution
posted on 01.01.2011, 00:00 authored by Anne-Marie Hede, P Kellett
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.

History

Journal

European journal of marketing

Volume

45

Issue

6

Pagination

987 - 1004

Publisher

Emerald Group Publishing Limited

Location

Bingley, England

ISSN

0309-0566

eISSN

1758-7123

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2011, Emerald Group Publishing Limited