Unit 00: Definitions and Concepts. (2017)

Apunte Inglés
Universidad Universidad Pompeu Fabra (UPF)
Grado Publicidad y Relaciones Públicas - 3º curso
Asignatura Communication and Events Management
Profesor M.J.
Año del apunte 2017
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Fecha de subida 23/10/2017
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tiglesias Més apunts del grau a: https://unybook.com/perfil/tiglesias/apuntes Publicitat i Relacions Públiques Communication and Events Management Universitat Pompeu Fabra UNIT 00. DEFINITIONS AND CONCEPTS Event 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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