Professional Project

Professional Project

Proposal of Section B

Introduction

(i) The reason for choice of the topic

Nowadays, marketers face challenges when they marketing their product, services and events as customers pay less and less attention to traditional advertising tools, therefore there are some new communication tools grown up in recent years. Event marketing becomes a kind of the innovative marketing communication mix and important element among the tools of integrated marketing communications. However, there are numerous difficulties are faced by event marketing. They can be in term of enhancing the awareness of the particular event when numerous events take place in a city at the same time, attracting the companies sponsors event when they have a wide range of similar events that they can sponsor, drawing the attention to the target audience towards the events rather than the other. Moreover, various sport events, expositions and exhibitions in Asian countries raise up the attention in worldwide recently. Hence, the event marketing is an essential role to promote these events and has been developing in the Asian countries in the recent decades. In addition, the well-developed event marketing can help Asian event to develop internationally for carrying out the positive impact to the sponsors, consumers and event organizers in coming future. Hong Kong Seven is a well-behaved example to analysis the changing from the region event to an international event over 35 years.

(ii) Academic objectives of the project

The integrated marketing Communication Planning is an important role in event marketing which influence the event how to reach the objective of event organizer and sponsors. Well marketing communication planning require several element which included situation analysis of the event, objective setting towards the event organizer and sponsors, targeting the audience, positioning and message strategies given by events, method and media strategies...