Index
Accommodations, cost of, 30–31
Account codes, 88
Advertising:
association events, 113–116
audience, 44–45
budget, 87, 88, 115–116
goals of, 114–115
incentives, 115
radio, 156
of special events, 155–156
specialty, 45–46
stock, 114
television, 115, 156
testing, 46
trends in, 173, 174
vehicles for, 42–44, 113–114, 115, 155–156
Advertising, online, 43, 55–56, 64–65, 74
banner ads, 65, 79
click-through rate on, 67, 80
e-commercials, 73
in ezines/newsletters, 65–66, 75, 81
opt-in/opt-out devices and, 77
purchasing options, 67
tracking, 66, 80
Advertising agency, 116
Advertorials, 70, 117
Affiliate electronic marketing, 70–71
Affinity marketing, 174
Affordable Meetings Conference and
Exposition, xiv–xv
American Society of Association Executives,
17
Arrival patterns, tracking, 185–186
Arts-and-crafts shows, 154
Arts sponsorship, 91
Ashman, Jud, 55, 61
Association events:
attendance at, 133–134, 135
budget for, 132–133
competition and, 188–189
economy and, 131–132functions of association and, 10–11
goals of, 102–103
as heterogeneous market, 135–136
lead times, 134–135
location of, 136
mandatory schedule of, 131
market segmentation and, 179
press conferences, 119–120
promotional methods, 105–119
public relations for, 17, 116–119
stakeholders in, 103–104, 117
types of, 11
See alsoConventions
Association Meetingsmagazine, 76
Attendance:
analysis of, 30, 47, 180
at association vs.corporate events, 133–134,
135, 140–141
documentation of, 185–187
duration of stay, 31–32
Attention span, 19
Attitude surveys. SeeSurveys
Audience:
aging of, 173
demographic data on, 44, 180–181
online, 54, 72–73
psychographic profile of, 44–45, 179–180
See also Attendance; Research; Target
audience
Audio news release, 202
Autoresponders, 74, 78
Awards and honors events, 11, 27–28Back-end revenue, 90
Bailey, James A., 6
Ballyhoo, 6
Baltimore Orioles, 149–150, 152
Banner advertisements, online, 65, 79
Barnum, Phineas Taylor, 6
Barnum’s Kaleidoscope, 157, 165
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