Event Marketing Communication

Event Marketing Communication has been widely used as a linkage between enterprises and consumers. Numerous companies popularize their brands by making use of some certain events, and the effects are obvious. This article is based on a research about Event Marketing Communication, which referred to the subjects of Communication, Advertising, Marketing and Public Relations. After analyzing literature and cases, it is deduced some conclusions by method of comparative analysis.Marketing stands for a frame itself for exchanging and circulating in marketing proceeding. As an increase of the marketing fields, every step of it will be involved in the factor of communication. In addition, modern marketing is more developed because it changed traditional resort only to the consumers to a communication between enterprises and consumers. And enterprises and consumers exchange their value in this process. Therefore, the process of marketing is communication as well. In other words, we can equate marketing with communication. In this point, we can give a definition to "Event Marketing Communication" . That is, activities of enterprises to attractive target audiences, then to popularize their brands.There are seven features of Event Marketing Communication, as follows, integrated, advanced, anaclisis, participative, staged, global and timely. Enterprises can enhance and popularize their brands rapidly in a short time. As a result, some enterprises ignore evaluations of these events, which are contributed to widespread these brands or not. A great event marketing communication is not only to increase effects of communication and sales of products, but to form and preserve brands in the long run. In the progress of forming and preserving brands, it is an effective way that associated certain events with target brands for improving images of brands and activating target brands. Some certain events could be potential point of activation after been evaluated. In addition, integrated frame is an essential condition for events could be fully functioning. In conclusion, it is necessary for enterprises to establish an idea that to construct an integrated marketing communication centered on events and oriented values of brands.