Traditional vs Non-Traditional Marketing Communications
THRIC 2016 · DOI 10.21427/D7BV19
Conference paper with Ann T. Conway on target marketing in the events sector.
Research
Publication
**DOI:** https://doi.org/10.21427/D7BV19
Abstract (scraped) The research explores marketing strategies within the events sector through interviews with professionals. The study identified five key themes: marketing channels employed and avoided; marketing's future direction; time-sensitivity considerations; an integrated planning approach; and challenges event marketers face.
Key findings reveal *"the changing effectiveness within traditional marketing methods."* As digital marketing budgets expand, the research suggests marketers may revisit conventional communication approaches to balance their promotional strategies.
Recommended citation Geraghty, G. and Conway, A. (2016) *The Study of Traditional and Non-traditional Marketing Communications: Target Marketing in the Events Sector.* Paper presented at the 12th Annual Tourism and Hospitality Research in Ireland Conference, THRIC 2016, 16–17 June, Limerick Institute of Technology. DOI: 10.21427/D7BV19
