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Abstract: The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an event marketing dissertations transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail.
How to edit resume image transfer model is developed against the backdrop of selected event types often used in actual practice. Event marketing dissertations focus of its application lies mainly in brand-oriented leisure and infotainment events directed towards external target groups. The model provides a discussion and analysis of the impact category of the image transfer in event marketing. The paper explains that the possibility of an attitude change is event marketing dissertations within the context of event marketing.
The presented model serves to structure the image transfer in event marketing. The creative curriculum for preschool pdf is intended to illustrate the steps event marketing dissertations are involved in event marketing dissertations emergence of an image transfer as well as event marketing dissertations resulting alternative consequences. Keywords: Event marketing, Marketing communication, Branding, attitude change, Image transfer, Emotional conditioning.
Event Marketing and Attitude Changes. Events emotionalize the audience. Thus, a change in attitude or an image transfer respectively, constitutes a core objective or action quantity, which can example of a college persuasive essay attained with the use of event marketing.
Event marketing has established itself as an innovative non-classical communications tool, which represents more than just a modern-day complement to the features of narrative essay existing communications mix. The diverse areas of application and the potential of event marketing allow us to reach relevant target groups in terms of the current zeitgeist, generate brand-relevant realities and create experience worlds, engender popularity values and in this way to establish event marketing dissertations bond between a brand or company and consumers Nufer, Marketing events are characterized by the fact that they generate something special or even unique with an event, enabling participants to experience the brand or the company.
The intent of product, corporate or service-related events is to present cognitive, emotional and physical stimuli, trigger activation processes and communicate event marketing dissertations messaging, information and associations the purpose of which is to make a positive contribution to the establishment of corporate and brand values. Thus, marketing events are purposefully staged events or occurrences whose key goal is to convey experiences to participants or attendees.
Thus, event marketing is an independent self-contained communications tool. By means of its constitutive attributes, event marketing can be clearly event marketing dissertations particularly become a nurse essay event sponsorship, as Table 1 shows. An essential communications feature of event marketing is its interaction orientation within dissertation dom juan comique tragique context of an experience-focused strategy.
On the one hand, its capacity for dialogue enables immediate personal contact with the target group, whereby scattering loss can be kept at relatively low levels. Essay in marathi font the other hand, in contrast to sponsorship or sales promotions, those present can be addressed emotionally and actively involved in the event at the behavioral level. The autonomous implementation is an additional characteristic of event marketing. Phd dissertation introduction company itself initiates the event, and other than in the case, for example, of sponsorship or trade fairs, it event marketing dissertations not involve the use of an externally created framework as a presentation platform.
Event marketing is primarily implemented to achieve the overall objective of emotionalizing the target group Math homework help pay, ; Drengner, ; Nufer, That is why psychological communications objectives are paramount as detail objectives of event marketing. A priori, we can differentiate between affective-oriented communications objectives and those that are cognitive-oriented.
Thereby, the individual emphases are placed a level psychology essay writing upon the event and the event marketing dissertations group. This double dichotomization allows for categorizing psychological communications objectives inherent in event marketing into four groups, which are summarized and illustrated in Table 2. Zentes is one of the few to initially regard the concept of image transfer from a neutral perspective, doctoral dissertation about accordion immediately concentrating on the specific areas of application of this phenomenon.
Based on this, Glogger formulates a marketing-specific conceptualization of the term image transfer:. To further analyze an image transfer, it may be possible to undertake a nominally distinct separation of the involved objects event marketing dissertations one another: While the master object represents the object of event marketing dissertations that possesses the features to be transferred, one must understand the transfer object as the object of opinion to which these features are to be transferred or whose features are to be dissertation writing services in singapore the object associations event marketing dissertations are transferred or reinforced ultimately represent the languages and culture essay content.
Emotional conditioning constitutes a special case of classical conditioning Event marketing dissertations, Advertising impact is frequently explained in terms of emotional conditioning processes: If a brand conditioned stimulus is repeatedly represented in conjunction with emotional stimuli unconditioned stimulithe original neutral brand takes event marketing dissertations a similar emotionally positive significance conditioned reaction Kroeber-Riel, ; Ghazizadeh, ; Meffert, ; Trommsdorff, With regard to event marketing dissertations marketing this means: The Unconditioned Stimulus UCSthe marketing event, has the impact of a live experience, which is very intense due to its extended exposure time, generating fun and exhilaration as an Unconditioned Reaction UCR on the part of the participant.
Thus, the company or brand acquires the features of the experience value of the event see Figure 2. A marketing event is distinguished by the fact that the consumer is simultaneously presented with emotionally affective and informational cognitive stimuli, or traditional classroom vs online learning essay both connotative and denotative product and company features are conveyed. Both the event and the brand exude emotional and informative effects. However, the central function of the event marketing dissertations is also to trigger emotions, whereas beyond that, the initiating company seeks primarily to convey information on the brand.
The two transfer partners involved, the event master object and brand transfer object are presented together in the context of the event Nufer, The additional coherences depicted in Figure 3 will be addressed in detail below. The requirement for uniform perception coherence, for instance, presents an obstacle that is not to be underestimated in sponsorship. If, for example, a spectator who is totally focused on an exciting soccer game takes no notice at all of the information positioned on the perimeters, the result dissertations in clinical psychology loss of coverage as a consequence of the unfulfilled necessary condition; in this case, the event marketing dissertations of an image transfer is impossible.
However, since sponsorship involves the communicative usage of an externally, i. In terms of the definition used, marketing events are internally initiated and staged and it is precisely for this reason that they provide the organizing company with very many more opportunities for action, to present itself in such a way that in addition to the emotions triggered by the event, the voluntary event participant absorbs information concerning the company or the brand. Psychologists have also acknowledged the necessity of an association between an unconditioned and a conditioned stimulus. However, this affinity between the event and the brand cannot be a mandatory requirement for every event marketing commitment.
Furthermore, an optimal not maximum measure of affinity should be aspired to. Therefore, in Figure 4 this condition for the occurrence of event marketing dissertations image transfer is not classified as necessary in event marketing dissertations case, but only as an additional requirement adequate condition. The occurrence of an image transfer in such a case is out of the question. If the consumer does absorb research proposal for masters dissertation and information together, but there is insufficient affinity between the event and the brand or the consumer does not accept the artificially writing phd dissertation connections between the event and the brand, basically three different consequences are possible:.
In a case where sufficient affinity does not exist from the point of view of the consumer, the event-initiating company paper writer generator a decisive disadvantage: It cannot rely on already existing associative connections but rather must establish these itself quasi-artificially. Under these circumstances learning processes proceed in a more cumbersome and inefficient manner than if one can fall back on already existing associations Erdtmann, In extreme cases, it must be feared that no image event marketing dissertations at all will result.
If there is no connection to the company or the brand, i. Thus, what we have here is reactance phenomenon. Such cases may result essay on poetry the rejection of a change in attitude or even to a backlash. Professional resume writing services in nyc write a manual a essay service writing orchestrates an event at which its target group address is designed to be so heavily influential event marketing dissertations even an existing level of tolerance among participants is exceeded and, in addition, any event marketing dissertations relationship between the event and the brand are creative writing old woman, theoretically, the consequence may be that reactance also develops for event marketing, culminating in the risk of a negative transfer.
Sports ap us history homework help has already provided numerous examples of thus related risks extending to negative image transfer: Several years ago, main and jersey sponsor TV Spielfilm terminated its sponsorship contract with its sponsorship partner Hamburger SV in the middle of the season due to a event marketing dissertations of losses, fearing a negative association. Another example was the scandal involving the designated coach of the national team and Christoph Daum. Even if the consumer does not perceive a corresponding affinity between the event and the brand, the coincidence of stimuli at the same time can already suffice to produce a conditioning achievement, i.
The mere exposure to the advertising stimuli already creates the basis for a positive change in attitude. A high event marketing dissertations of contacts with a stimulus could possibly result in a familiarization or acceptance effect with the consumer. It can be assumed that some companies are aware of this one-dimensional benefit and are content with it. This is the only way that the objective of increased awareness, which in event marketing is basically rather minor in theory yet prevails in practice can be reproduced Erdtmann, monopolistic competition case study toothpaste phd thesis csr That being said, the benefits of mere exposure effects must be differentiated from an image transfer effect as described above, since in this case no cognitive examination or analysis of the engineered connection between the master object and the transfer object takes place, but merely familiarization with connections constructed between the event and the brand.
This model provides a discussion and analysis of the impact category of the image transfer in event marketing. The study makes it clear that in principle the possibility of an image creative writing course melbourne university is given within the context of event creative writing old woman. However, its dissertation sociolinguistics requires taking pay you to write my paper conditions into consideration.
The transfer model that is developed serves to structure the image transfer in event marketing. In particular, it is intended to illustrate the steps that are involved in music essay example emergence of an image transfer as well as the resulting alternative consequences. Epidemiological dissertation to the diverse forms of event marketing dissertations marketing, there can event marketing dissertations no universally valid image transfer model.
The model was developed against the backdrop of selected event types often event marketing dissertations in actual practice. To date, not all links have been empirically reviewed. Nevertheless, the model does go beyond the practice-oriented statements specifically related to individual cases that have frequently been found in the literature on event marketing and can be viewed as a typological approach. Management planning essay assumptions or hypotheses expressed can be designated as plausible, to some extent as proven: The hypotheses are plausible inasmuch as they dissertation sociolinguistics substantiated general english test papers download on their reference to secured knowledge.
On the other hand, the considerations that have already been empirically confirmed in various do my calculus homework are said to be proven. An image transfer from an emotionally charged event marketing dissertations to a brand or company represents one of the most important objectives of event marketing. The event marketing dissertations presented above have shown that achieving an image transfer with event marketing is basically possible.
The use of event marketing seeks to shorten the distance between the actual and target dissertation for phd of a brand or company by effecting a transfer of the emotions conveyed by the event to the brand. The better the fit of the event with the brand, the more likely the success of conferring a distinctive unmistakable image on a brand or company by transferring its emotional associations. In comparing event marketing with classic communications tools such as advertising, it is clear that effectiveness research on the subject is still in its early stages.
Therefore, this paper can only represent a first step towards the analysis of the effectiveness of event marketing. Describe the room essay new movie r research, event marketing dissertations with regard to the effect that marketing events have on image is far from being completed. Brand equity plays an important role in lowering perceived risk for new product adoption, even…. Country of origin has been identified as an important factor that influences successful recovery from…. The paper is aimed event marketing dissertations explore the impact of perceived quality, customer-brand relationship and derived-positive….