A comparison of audiences at selected hallmark events in the United States

J A F Nicholls, Henry A Laskey and Prof Sydney Roslow

Hallmark events offer target-rich environments for marketers. Audience characteristics at a variety of events are described.

A comparison of audiences at selected Hallmark events in the United States

J.A.F. Nicholls, Henry A. Laskey and Sydney Roslow

Hallmark events offer target-rich environments for marketers. Audience characteristics at a variety of events are described. These characteristics include demographics, lifestyles, satisfaction, recall and product consumption. Similarities and differences among the audiences are noted. Such information should be useful to marketing and promotion managers in choosing events for participation and in creating messages specifically targeted to the events' audiences.

INTRODUCTION

A Hallmark event can be defined as a special event, of limited duration, of significant...

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