Unit 00: Definitions and Concepts. (2017)Apunte Inglés
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Publicitat i Relacions Públiques
Communication and Events Management
Universitat Pompeu Fabra
UNIT 00. DEFINITIONS AND CONCEPTS
An event is an experience, a way of having immaterial concepts, ideas and aspects and
transforming them to a material thing so people can touch, see and feel them. The final objective is
to create experiences related to a brand, product or organization. That’s why you need strategy.
Every event is a world, there is no standard way of doing it.
Sponsoring / Sponsorship Sponsorship shouldn’t be an isolated action, but it should be a part of a plan and strategy. It must have a continuity.
It is a powerful communication tool because the target has an open and positive attitude, because if a person goes to an even it’s because they have decided it. There is an emotional connection with the activity. That is an advantage, because then it is less intrusive (the advertising).
It is a question of mental associations.
Patronage / Sponsoring The idea is to approach the brand to the people by creating experiences.
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