Event marketing is a promotional activity designed to attract and involve a brand’s target audience in a live, themed affair. These are a means of reaching target audiences who do not respond to the usual marketing communication messages. Events are most powerful when they are part of an integrated marketing communication strategy. As well as involving the target audience in a brand-related experience, they provide an opportunity for the company to publicize the brand and foster product sales.
With corporate sponsorship, the company provides financial support for an event or cause in exchange for an affiliation with the sponsored organization’s goodwill and the positive associations they can feature through their other communication tools.
Customer service can have two different meanings in an IMC context. First, it represents the process of managing customers’ interactive experiences with a brand. Customer needs and wants are important determinants of consumer behaviour. Second, customer service is a critical component of an organization’s IMC program because it serves as a powerful brand message. Discuss