ABSTRACT
Promotion is concerned with the creation and maintenance of communication with an event’s target market(s). There are four primary communication channels used for this purpose: traditional marketing channels, internet marketing, service delivery channels and external channels. In using these channels, an event marketer should always seek to coordinate their promotional efforts in ways that will maximise their communication effect and ensure consistency in the message(s) that are sent. This process is known as integrated marketing communications (IMC). This chapter defines integrated marketing communications, describes the purpose of integrated marketing communications for event management and the constituent elements of these communications, and explores how to efficiently and effectively apply these concepts to the promotion of events. The chapter concludes with a case study, ‘International Confex’.
