ETKİNLİK PAZARLAMASI: AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Yıl 2021, Cilt: 5 Sayı: 3, 497 - 515, 24.11.2021

Yasemin Gedik

https://doi.org/10.30692/sisad.941490

Öz

2000'lerden itibaren pazarlama ve medya iletişiminde büyük bir değişim meydana gelmiştir. Tüketicilerin geleneksel reklamcılığa gittikçe daha az tepki vermesi sorunuyla karşı karşıya kalan pazarlamacılar, potansiyel müşterilere ulaşmak için yeni yollar aramaya başlamıştır. Etkinlik, pazarlama hedeflerine ulaşmak için canlı olarak gerçekleşen bir pazarlama iletişim faaliyetidir. Etkinlik pazarlaması, bir ürünü, amacı veya organizasyonu tanıtmak için temalı bir etkinlik tasarlama ve geliştirmeyi içerir. Etkinlik pazarlamasının temel hedeflerinden biri, tüketici deneyimini ve işletmenin ürünlerine ilişkin marka farkındalığını arttırmaktır. Müşterilerin bizzat yaşadığı deneyimler, gerçeklik kavramını belirlemede geleneksel reklamlarla iletilen dolaylı deneyimlerden daha güçlü olduğundan, etkinlikler, görme, ses, koku, tat ve dokunmayı içeren çok yönlü marka deneyimleri oluşturmak için daha etkilidir. Etkinlik pazarlaması, günümüzde işletmeler tarafından yoğun bir biçimde kullanılmaktadır. Bu çalışma etkinlik pazarlaması ile ilgili geniş bir teorik çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma güncel istatistiklerle birlikte etkinlik pazarlama stratejilerini de inceleyerek söz konusu pazarlama kararlarını alırken işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

etkinlik pazarlaması, etkinlik, etkinlik türleri, sponsorluk

Event Marketing: A Conceptual Assessment of Advantages, Challenges and Strategies

Öz

There has been a great change in marketing and media communication since the 2000s.Faced with the problem of consumers becoming less and less responsive to traditional advertising, marketers have begun to look for new ways to reach potential customers. An event is a marketing communication activity that takes place live to achieve marketing goals. Event marketing involves designing and developing a themed event to promote a product, purpose or organization. One of the main goals of event marketing is to increase the consumer experience and brand awareness of the business's products. Since the experiences experienced by customers themselves are stronger in determining the concept of reality than indirect experiences conveyed by traditional advertisements, events are more effective for creating multi-faceted brand experiences that include sight, sound, smell, taste and touch. Event marketing is used extensively by businesses today. This study focuses on establishing a broad theoretical framework for event marketing. In addition, the study aims to assist business managers in making these marketing decisions by examining event marketing strategies along with up-to-date statistics.

Anahtar Kelimeler

event marketing, event, event types, sponsorship

Kaynakça

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