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...