Application of a Model for the Effectiveness of Event Marketing
Anne MartensenCopenhagen Business SchoolLars GrØNholdtCopenhagen Business SchoolLars BendtsenMEC SponsorshipMartin Juul JensenMediaedge:ciaINTRODUCTION
Marketers are faced with the problem that consumers are less and less responsive to traditional advertising (Belch and Belch, 2007, p. 12), and therefore they are still looking for new marketing communication tools.
Moreover, during recent years focus has been on the consumer as an emotionally acting consumer. Thus Desmet (2005) points out: "Creating differential advantage through emotional benefits is one of the keys to market...