as well as trade publications, electronic media representatives,
and the consumer press.
A vigilant analysis of the audience to be attracted is essential
to target marketing, economy of printing, postage, list mainte-
nance, and staff time.3. WHEN?
Timing is everything! The enlightened management team should
make the marketing function an integral part of the planning
process in order to maximize the value of timing of an event.36 Chapter 2 Event Promotion, Advertising, and Public Relations
Figure 2-3
This brochure cover clearly addresses the five Ws of marketing.
It also attracts attention by listing compelling benefits of
attendance provided to fill the universal needs of most
consumers.(Courtesy: International Association of Convention
and Visitor Bureaus)