Principles of Event Management

Since the dawn of time, in one way or another, events have existed to mark an important
occasion that is to happen. Celebrating the changing of seasons and phases of the moon
are all events because it gathers people of a common interest to a specified place at a
particular place. Although events have been around for many years, the 1990's saw the
events industry emerge. The events industry saw the growth of events related education
in colleges and universities. At present times, events have grown in popularity to such a
scale, that it is now a global industry. There are different types of event, which include
social life cycle events, sporting, cultural, business and fundraising. Events can be
divided in terms of size and the impact they make on society economically and socially.
These are called Hallmark, Mega and Major Events. A hallmark must earn its name. An
event is considered to be so significant in the spirit or ethos of a city or region, that it
helps form an identity for that city and region. It also gains widespread recognition. A
classic example is the Carnival in Rio. It represents Latin vitality and the exuberance of
the city. Social Cycle events include birthdays, anniversaries and funerals. This events
occur in accordance to the calendar, for example a person's birthday can only be an event
at a specified time of year. Sporting events are categorised into three types, which are
Mega events, calendar events, one-off events and showcase events. Mega events are
events that are so large that they affect whole economies and obtain media coverage
globally. Examples are the Olympics and Fifa World Cup. It is difficult for many other
events to be labelled a mega event. Getz (1997) defines a mega event: "those that yield
extraordinary high levels of tourism, media coverage and prestige. Their volume should
exceed 1 million visits, and their reputation of a ‘must see' event". A smaller version of a
mega event is called a...

Business Communication is communication used to promote a product, service, or

organization; relay information within the business; or deal with legal and similar issues.
Business Communication encompasses a variety of topics, including Marketing,
Branding, Customer relations, Consumer behaviour, Advertising, Public relations, Media
relations, Corporate communication, Community engagement, Research & Measurement,
Reputation management, Interpersonal communication, Employee engagement, Online
communication, and Event management .
Advertising is the most widely known weapon in the marketing armory. This is a paid
medium involving radio, TV, poster-sites, press, or direct mail. Each medium offers
several advantages and disadvantages. Advertising communication is business - the way
account managers and creative talent work together in an advertising agency to create
commercials and ads that help sell the client’s products to the target audience .
On average, advertisements take approximately sixty percent of the printed space in
American newspapers. In 2004, almost 34 billion dollars was spent on newspaper
advertising. In the same year, newspapers hauled in about 9 million dollars from
subscription and single use buyers.
Advertising Exist to solve two problems :
1. Too many goods or materials - If there was not enough of an item, there would be no
need to advertise it.
2. Advertising is also a way of reaching your consumers who would otherwise be
unfamiliar with your product.
Many ads work by providing information: what is the product? what are its
characteristics, qualities, functions?
Most of us admit that advertising industry is a „necessary evil”. In spite of certain
questionable practices, advertising meets the consumer needs for information about the
goods and services which are offered on the market.
The essential ethical issues raised in advertising industry are that advertisements should
be legal, honest and truthful. “Is it decent to advertise...