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Event Markting

EVENT MARKETING AS A PROMOTION TOOL |

CERTIFICATE OF ORIGIN

This is to certify that Mr. Varun Gupta, a student of Post Graduate Degree in MBA IB (2006-2008), Amity International Business School, Noida has worked on the project “Event Marketing As A Promotion Tool” under the able guidance and supervision of Dr. Kshamata Chauhan, Faculty of Amity International Business School, Noida . This Dissertation report has the requisite standard for the partial fulfillment the Post Graduate Degree in International Business. To the best of our, knowledge no part of this report has been reproduced from any other report and the contents are based on original research.

Signature Signature
(Faculty Guide) (Student)

ACKNOWLEDGEMENT

I express my sincere gratitude to my guide Dr. Kshamata Chauhan, Faculty of Amity International Business School, Noida for her able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.

I also like to thank the entire Teaching and administrative staff of Amity International Business School, Noida for the constant support and help in the successful completion of my project.

Signature
(Students)

Table of Content
1. INTRODUCTION 6
1.1 CONCEPTUAL FRAMEWORK 8
1.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA 12
1.3 RELATIONSHIP BETWEEN EVENT MEDIA AND 5P’s 13
1.4 EVOLUTION OF EVENT MARKETING 14
1.5 KEY ISSUES FOR EVENT MARKETING 17
1.6 WHY EVENT 20
1.7 SPONSORSHIP Vs EVENT MARKETING 25
1.8 SIZE OF EVENT 27
1.9 TYPES OF EVENT 28

2. CRITICAL REVIEW OF LITERATURE 33
2.1 WATERSHED EVENT 34
2.2 THE KEY TAKE-AWAY 34
2.3 ROLE OF EVENT MARKETING IN MARKETING MIX 35
2.4 ROI DELIVERD BY EVENT MARKETING 36
2.5...