Event Marketing

Running head: MARKETING
Event Marketing
Name of the Student:
Name of the University:
Author Note:

1MARKETING
Table of Contents
1. 6P’s of Marketing:.......................................................................................................................3
2. Six Elements of Sponsorship Assets............................................................................................4
3. Examples of Activation Tactics and Explanation of Each..........................................................4
4. Contribution of Olympics and Spectator Experience towards Experienced Economy...............5
References:......................................................................................................................................6

2MARKETING
1. 6P’s of Marketing:
These include (Kaufman & Horton, 2014):
Product: In context of the Olympic marketing this includes for example, rights to the
Olympic game, sponsorship program, domestic sponsorship, licensing, ticketing and the
complementary commercial program.
Price: This refers to the price of tickets and licenses and the cost of sponsoring the
Olympics. Panasonic recently made a payment of close to$350 million for a period of eight
years that accounted for a sponsorship of four Olympic Games.
Place: This refers to the distribution channel i.e. the virtual or the real place from where
the product is distributed or sold. Rio de Janeiro played host to the seemingly endless array of the
iconic sport performances.
Promotion: This refers to the commercial partnerships vital for the continuous success of
Olympic Games that includes broadcasting via the digital and television platforms.
People: In respect to the Olympics this refers to the organizing committees of the
Olympic Games that include the National Olympic Committee (NOC) and the International
Olympic Committee (IOC) of the country belonging to host city and also the host city.
Performance: The Olympic Games Rio 2016 has been one of the consumed Games be it
in terms of coverage through television as well as digital platforms.
2. Six Elements of Sponsorship Assets
These include (Fortunato, 2013):