Organizations Communicating Through Events - Sponsorship
Keywords:
direct and indirect audience, events, events sponsorshipAbstract
The number and importance of the events has grown in recent decades, but their specialization led to better market segmentation. The organizers must find new ways to promote the potential audience of the event, so as to increase the number of direct audience that will take part, both in the current edition and in the next ones. There are a number of events - economic, social, scientific, cultural, sports - that the company can create and use in its interest, to increase its own value. Before deciding to organize or sponsor an event, organizations should consider which category of public the given event addresses bearing in mind that they cannot address the general public without regard to what segment of the potential audience is part of the event.
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