An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured.

An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

Julie Z. Sneath University of South Alabama

R. Zachary Finney University of South Alabama

Angeline Grace Close The University of Nevada Las Vegas

INTRODUCTION

Event Marketing is an increasingly important component in the promotions mix. In response to the many challenges facing traditional media, including cost, clutter, and fragmentation, the use of events in which companies can have face-to-face contact with their target audience has grown and become a valuable contributor to marketing communications programs. It is estimated that 22 percent of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands