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Event Promotion,

Advertising, and

Public Relations

Why Not Go Out on a Limb?

That’s Where the Fruit Is.

—WILLROGERS

WHEN YOU HAVE COMPLETED THIS CHAPTER, YOU WILL

BE ABLE TO:

■Identify the five Ws of event marketing

■Determine the essential elements of an audience attitude

questionnaire
■Understand the relationship between internal and external event

marketing
■Determine marketing strategies that are essential to successful

selling
■Compare relative values of public relations to advertising

■Identify the elements of a press release and a press kit

CHAPTER 2