Event Organization and Sponsorship in Increasing Brand Awareness
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Abstract
Event organization or sponsorship has proven to be an effective tool in increasing brand awareness among target audiences. In an increasingly competitive marketing world, the ability to build a strong emotional connection between brands and consumers is very important. This research aims to explore how event marketing and sponsorship can play a role in building brand awareness, and how their effectiveness can be accurately measured. Through the literature review, it was found that the relevance of the event to the brand as well as the follow-up that takes place after the event plays an important role in ensuring long-term success. Effective measurement involves analyzing changes in brand awareness, purchase behavior, and interactions with consumers through various communication channels. This research emphasizes that event marketing and sponsorship are not just momentary promotional tools, but an opportunity to build long-term relationships with consumers that can further increase brand loyalty and trust. The results of this study can help marketers to design and evaluate events and sponsorships more effectively in support of their marketing objectives.
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