Erfolgskontrolle im Event-Marketing
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Inhaltsangabe: Einleitung: Mit der zunehmenden Nachfrage nach Events hat sich ein neuer Markt entwickelt, auf dem sich spezialisierte Event-Marketingagenturen sowie Werbe- und PR-Agenturen im Bereich des Event-Marketing betätigen. Das steigende Angebot und die wachsenden Budgets lassen die Frage nach dem Erfolg des Instrumentes aufkommen. Das Interesse der Erfolgsmessung nimmt von Seiten der Unternehmen sowie der Event-Marketingagenturen zu. Ziel der Arbeit ist es, Aussagen über Kontrollmöglichkeiten im Event-Marketing zu treffen und geeignete Instrumente zur Erfolgskontrolle vorzustellen. Gang der Untersuchung: Bevor auf die Erfolgskontrolle im eigentlichen Sinne eingegangen wird, werden Grundlagen sowie eine Definition des Event-Marketings vorgestellt. Ebenso wird der Planungsproze eines Events näher betrachtet, da er die Voraussetzung für die nachfolgende Kontrolle bildet. Die Aufgaben Planung und Kontrolle sind nicht voneinander zu trennen. Die Event-Durchführung wird, aufgrund der vielfältigen Gestaltungsmöglichkeiten, nur kurz angeschnitten. Um das Thema einzugrenzen, beziehen sich die Kontrollma nahmen auf das Public- sowie das Expo-Event. Beide Formen sind auf ähnliche Zielgruppen ausgerichtet. Die vorgestellten Kontrollinstrumente sind jedoch auch in veränderter Form bei der Kontrolle von Corporate Events einsetzbar. Des weiteren werden Praxisbeispiele angeführt um einen Eindruck über die Schwierigkeiten der Erfolgskontrolle in der Praxis zu vermitteln. Inhaltsverzeichnis: Inhaltsverzeichnis: InhaltsverzeichnisII AbbildungsverzeichnisIV TabellenverzeichnisIV AbkürzungsverzeichnisV 1.Einführung1 1.1Der Trend zum Event-Marketing1 1.2Definitionen und Begriffsabgrenzungen3 1.3Zielsetzung der Arbeit5 2.Grundlagen des Event-Marketings7 2.1Das Event-Marketing als Instrument der Kommunikationspolitik7 2.1.1Die Bedeutung der Integration im Kommunikations-Mix8 2.1.2Anwendungsbereiche des Event-Marketings9 2.2Ziele und Wirkungen des Event-Mark
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