Handout 5

Question 1

is a management process responsible for identifying, anticipating, and satisfying customers’ requirements efficiently and profitably.

Answer 1

Marketing

Question 2

is the process of defining exactly who the target market is, by monitoring consumer buying behavior across multiple platforms.

Answer 2

Audience profiling

Question 3

These are the vital statistics of a specific population.

Answer 3

Demographics.

Question 4

These are the personality traits of the target audience.

Answer 4

Psychographics.

Question 5

Each stakeholder will have something they hope to attain by participating in the meeting, conference, or event.

Answer 5

Desired outcomes.

Question 6

is a marketing term used to describe the development of consumer interests into products or services of a business.

Answer 6

Lead generation

Question 7

What kind of event is being planned? What is being marketed or sold? What is the end benefit to the people who will attend the event?

Answer 7

Product

Question 8

Where will the event take place? What is the location? Where is it being held?

Answer 8

Place

Question 9

What are the best methods of communication to reach the intended audience? Event organizations typically use advertising

Answer 9

Promotion

Question 10

What are the financial demographics of the target audience? What is the ideal ticket or registration pricing?

Answer 10

Price

Question 11

Event marketing relies on the proper positioning of the product.

Answer 11

Positioning

Question 12

“Five Ps.”

Answer 12

Product
Place
Promotion
Price
Positioning

Question 13

In this case, it does not refer to the target audience, but rather to the team who will actually implement the marketing plan and produce the event.

Answer 13

People

Question 14

This refers to the development of a marketing plan and careful examination of the effectiveness of the communication to the audience.

Answer 14

Process

Question 15

By focusing on how the event fulfills the audience’s needs and why the consumer should want to be there, the event organizations have better success at gaining interest in the event.

Answer 15

Consumer

Question 16

In deciding on a price to set for the event fee, the organizing team needs to consider both the income needed to produce the event and the attendee’s perception of the value of the event.

Answer 16

Cost

Question 17

Not only is this method important for the intended audience, but the way in which things are communicated is also important.

Answer 17

Communication:

Question 18

This refers to considering how easy it is to register for the event and how suitable it is for the audience to attend.

Answer 18

Convenience:

Question 19

Before the Internet,it was the preferred marketing technique for promoting attendance at events. This included sending materials directly to an individual through the postal service.

Answer 19

Mail.

Question 20

The cost-effectiveness and ability to reach a wide audience makes this type of marketing very appealing; it has become the more predominant technique for direct marketing of events.

Answer 20

Email

Question 21

which involves having several volunteers divide up a phone list to make direct phone calls to lists of contact names.

Answer 21

telephone tree

Question 22

helps callers use compelling language that will resonate with the potential guests. It also functions as a sales pitch to help those making phone calls to remember all of the critical details such as date, location, time, and how to get tickets, to name a few.

Answer 22

phone script

Question 23

exchange for a service that the event organizers can provide. For example, an event head overall chairperson for a large exhibition might trade exhibit space to a publishing company in exchange for an advertisement in their publication.

Answer 23

trade-out advertising

Question 24

also known as word-of-mouth marketing, is promotion using non-traditional and innovative means. It also involves indirect communication about the event to create a marketing buzz

Answer 24

Indirect marketing

Question 25

Interactive discussions on online news sites, blogging, online discussion communities, microblogging, mobile technologies for communication,

Answer 25

Social Media

Question 26

Evolving from the concept of guerilla warfare, which refers to individuals who, as an independent unit, carry out harassment and sabotage during wartime.

Answer 26

Guerilla Marketing.

Question 27

(playing musical instruments, acting scene, etc.);

Answer 27

random public performance

Question 28

(a group of people summoned to a designated location at a specified time to perform an indicated action, such as a dance before dispersing).

Answer 28

flash mob

Question 29

(a person who manages and generates publicity by making valuable personal contacts that will help his/her clients gain publicity)

Answer 29

publicist

Question 30

It is the art of convincing the public to have an understanding for and goodwill toward an organization, person, or event.

Answer 30

Public Relations (PR)

Question 31

All of the abovementioned items are included in a PR tool called

Answer 31

press kit

Question 32

The media is normally looking for newsworthy subjects, so the more compelling the event is to them, the more likely the press will attend

Answer 32

Press Invitation.

Question 33

The basic idea of this is to send out a newsworthy bulletin aimed at journalists and people in the industry to tell them about something that the event organization is doing.

Answer 33

Press Release

Question 34

This is another source of free publicity. This is a written script to be distributed to broadcast media for their newscasters or radio
announcers to read on air.

Answer 34

Public Service Announcement (PS)

Question 35

This is not just about maximizing attendee or delegate numbers. It also creates a positive attitude towards the event for everyone concerned (delegates, speakers, venue, suppliers, media, etc.) and helps to raise its profile within the tourism industry and its own sector - the events sector.

Answer 35

Marketing in Events

Question 36

Promotional materials must be informative and interesting to invite positive responses

Answer 36

call to Action.

Question 37

might be either a direct mail hard-copy, or it may be a website
version. This can be used to promote the event, especially the event program. The event program can also be produced in electronic format as a Portable Document Format (PDF, which can be disseminated by e-mail to potential delegates, and/or be posted onto appropriate web sites.

Answer 37

Invitation or Brochure.

Question 38

is images licensed for sale or use and can be purchased online for reasonable licensing fees (also known as royalty fees).

Answer 38

Stock photography

Question 39

Photos and logos that are copied from websites will often be blurred and fuzzy when used in print materials. This is because they are the wrong size, resolution, or file type.
Images used for print require a much higher quality and resolution than those on websites. Print resolution is defined by the dots per inch (dpi).

Answer 39

Image Resolution and Printing