Essentials of Branded Event Marketing
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Date
2017
Authors
Chinn, Emily Rose
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Branded events are becoming an increasingly important part of the marketing toolbox, as traditional advertising is increasingly ineffectual on modern consumers. Unfortunately for marketers, it is also an understudied area of marketing as most previous research focuses on less dynamic sponsored events. This thesis synthesizes event marketing and consumer psychology concepts to determine the critical elements of a successful branded event. The four essentials of branded events that are critical to their success and effectiveness are purpose, interaction, creativity, and memorability. Integrating these essentials into branded events creates a better experience for consumers and allows them to build a strong relationship with the brand therefore increasing consumer lifetime value and the size of the brand’s consumer base.
Description
49 pages. A thesis presented to the Department of Business Administration and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2017
Keywords
Marketing, Events, Business, Communication, Consumer Psychology, Consumer Behavior