Event marketing as a promotional tool: a case study of four
companies

Abstract: The aim of this thesis is to provide a better understanding of how event
marketing is used as a promotional tool. Our research explores, describes
and tries to explain the objectives with event marketing, how specific
events are selected, how the event effectiveness is evaluated, as well as
the advantages and disadvantages of using event marketing. We have conducted
a multiple-case study on four companies. Our findings showed that the main
objectives stated with event marketing are related to affecting the image
and achieving awareness. Regarding the selection of specific events,
companies take several criteria into consideration and the more experience
they have of event marketing, the more criteria are considered. The
evaluation of event effectiveness is perceived as difficult and mainly
conducted through marketing research. Finally, the main advantage with event
marketing is that it penetrates the media noise, while the difficulty of
evaluation is perceived as a disadvantage.