| dc.description.abstract | Recently, due to cultural diversities and globalization with the entry of many oversea enterprises into Vietnam, the demand for organizing events with larger scales in many segments has been drastically increasing. In reality, marketing communication has been considered as the key component added to the achievement of an event but they also drive marketers into challenges to create excellent promoting strategies and foster their effectiveness. The fundamental motivation behind this examination is to investigate what the principle promoting techniques that the majority of event organizers/marketers use to disperse information are. After that, others event organizations can have a general view about marketing tools to apply for their own cases based on what we have found out. To conduct this thesis, the qualitative research method with exploratory research design, thematic study and key informant in-depth interviews were appropriate to be applied. This study reviewed experiences of several marketers (about 6-8 people) from various event companies when they processed to promote their events. In general, under the marketers’ perspective, there are just same patterns of basic methods to apply for each event such as online marketing communications (website, social media), advertising (via media channels and television), email marketing, mobile marketing (mobile apps), public relations and publicity, and offline events (which combine print media and activation events). Noticeably, some marketers appreciate the effectiveness of email marketing while others prefer online channels especially Facebook. They also suggested that digital marketing is a very potential field and it tends to significantly develop very soon in the future. Apart from that, one more thing which is highly recommended is that no matter what methods are used, the marketers need to put greater effort in building good content as well as designing consistent and beautiful viral themes for their events to attract more audience. | en_US |
