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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, 45 (6). pp. 987-1004. ISSN 0309-0566

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: ResPubID24518, advertising media, Australia, consumers, festivals, individual perception, marketing communications
Subjects: Faculty/School/Research Centre/Department > School of International Business
FOR Classification > 1505 Marketing
SEO Classification > 8904 Media Services
Depositing User: VUIR
Date Deposited: 18 Sep 2012 00:47
Last Modified: 06 Nov 2014 04:06
URI: http://vuir.vu.edu.au/id/eprint/9473
DOI: 10.1108/03090561111119930
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Citations in Scopus: 3 - View on Scopus

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