Megamarketing an event using integrated marketing communications: the success story of TMH

K. Prakash Vel · Ricky Sharma

25 citations0/0 files storedBusiness Strategy Series

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

Purpose The choice of a well‐planned integrated marketing communication (IMC) strategy is crucial for the successful launch of an event. This paper is a case‐study based description of how a brand management consultancy house, TMC, used IMC to launch a world music festival event in Abu Dhabi, UAE, in 2009, registering a visitorship of five‐times their target, 89 per cent satisfaction and a staggering 99 per cent of the visitors planning to visit the festival again in 2010. Design/methodology/approach A literature review on event marketing, megamarketing and integrated marketing communications is conducted to illustrate the challenges involved in launching communication campaigns in the marketing of events. Primary research was conducted by way of in‐depth interviews with TMH and the case study is developed based on the information furnished. Findings Event marketing requires the support of a well‐crafted IMC plan to realise the objectives set for the event. This paper brings out the role of public relations, direct marketing, social media networking, advertising and media planning in the IMC campaign launched by a brand management consultancy house and how it successfully achieved the objectives for the event. Practical implications Traditional communication media may not be sufficient to succeed in the current media clutter and over‐communicated market place. In this context, social networking media are emerging as a new media type and are an important addition to the current media. Understanding the target audience and preparing a customised media mix involving traditional and modern media may have a synergistic effect on end results. Originality/value The paper provides the marketers with an IMC perspective to analyse traditional and emerging media types and integrate them with a communications plan to optimise end results. In particular, the paper brings out the need for total customisation of media mix for different market conditions.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 25 citations exist upstream.

References

1998A Communication-Based Marketing Model for Managing Relationships 2004The relationship marketing process: communication, interaction, dialogue, value 2004Dialogue and its role in the development of relationship specific knowledge 2001Imc: Using Advertising and Promotion to Build Brands 1999Media effect in commercial sponsorship 2002Marketing communications: contexts, strategies and applications 2005An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes 2000The impact of sport sponsorship activities, Corporate image and prior use on a consumer purchase Intent

Cited by

2014The Role of Event in Building Brand Satisfaction, Trust and Loyalty of Isotonic Drink 2013Satisfying Public Relations 2017Implementing integrated marketing communications (IMC) through major event ambassadors

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.