From Promoting Luxury Cars To American Cheese

The author from major U.S. publisher, Hachette Filipacchi Magazines, describes how events sponsorship - for sports, charity and promotional events - has benefited advertisers and the publications.

From Promoting Luxury Cars To American Cheese

Covering the gamut in event marketing

Ray Dreyfus Hachette Filipacchi Magazines

Sitting behind the wheel of a brand-new Luxury sedan. Awaiting the starting horn to a 5K racewalk. Savoring a chock-full-of-chips cookie.

Today's consumers are not viewers but doers – and they won't settle for merely watching from the sidelines. As a result, marketers have learned that they need to move beyond traditional media vehicles to go where the target consumers are and can be reached. Event marketers have taken their cues from the people who count most – the ultimate consumer....

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