essay格式-事件营销的目标

在本篇essay格式-事件营销的目标中指出特定的营销往往是不同的营销目标和其他目标的融合。当活动组织者向他们的客户或赞助商询问公司的主要目标时，不同的赞助商会强调不同的目标，包括提高企业意识、增强公众认知、社区经济发展、拓展目标市场，并将其与竞争对手区分开来。因此，不同的组织有不同的通过事件建立的目标。然而，最常见的目标包括改善公司形象和展示对当地社区的责任。许多营销目标的组合，包括企业目标、营销目标、媒体目标和个人目标，为活动组织者制造了复杂性。活动组织公司需要在活动的策划计划中关注不同的目标。接下来论文范文essay格式-事件营销的目标分享给留学生阅读。

The previous literature review analysed objectives of event marketing indicated that the particular marketing is often an amalgamation of different marketing and other objectives. When event organisers ask their clients or sponsors about the key objective of the company, different sponsors highlight diverse objectives including increasing corporate awareness, enhance public perceptions, community economic development, reaching out to the target market, and differentiating it from the competitors. Hence, different organisations have a different set of objectives to be established through events. However, the most common objectives include improving company image and demonstrating the responsibility for the local community.

According to the analysis made by Gupta (2003), a mix of many marketing objectives including corporate objectives, marketing objectives, media objectives and personal objectives create intricacies for the event organiser. The event organising company needs to focus on different objectives in the planning programme for the event. Sponsorship can facilitate organisations in achieving different types of objects mentioned above. Another key objective of the event marketing is to meet the competitive threats. Event marketing reduces the competitive threat. In the 1996 Olympic Games, Reebok increased its sponsorship due to the dropping performance compared to its competitors Nike. Hoyle (2002) has identified two key objectives of the event marketing including increasing sales and market share. It can be assessed that the primary objectives of the event marketing include reaching the target market, generating awareness, building relationships, increasing sales and enhancing brand image.
Martensen et al. (2007) have argued that different corporate objectives create intricacies for the event marketers to conduct proper planning of the events marketing campaign, as the event planning organisations need to consider diverse objectives of different corporate and market. As a consequence of scattered objectives, events often fail to attract customers towards a specific brand. Based on the corporate objectives of the organisation, event management organisations in Australia identify the budget required for the event. Therefore, diverse marketing objectives would create intricacies for the planning of the event, as the event organisers may not be able to select budget appropriately. Besides this, the scattered objectives of the organisations affect the planning of the event marketing campaign due to the fact that the event organisers face intricacies in identifying target market needed for the fulfilment of the objectives.

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