2408-932XResearch Result. Social Studies and Humanities2408-932X10.18413/2408-932X-2017-3-2-28-361184RESEARCHESEVENT-MARKETING: PECULIARITIES OF FORMATION AND PROMOTIONEVENT-MARKETING: PECULIARITIES OF FORMATION AND PROMOTIONKachalovaSvetlana M.KachalovaSvetlana M.smkachalova@mail.ruBurlakovaElena V.BurlakovaElena V.bev26223@mail.ru20173200

The article is devoted to the study of the event marketing technology used to promote the brand "Domru.ru". Event marketing has stable and sustainable development trends. A feature of event marketing in Russia is its close connection with the industry in organizing special events. The article highlights the advantages of event marketing over other marketing technologies, the basic types of events, identified their key tasks and functions. The article presents a classification of technologies and features of event arrangements. The paper presents the mechanism of development and implementation of media events, analyzes its effectiveness in the business communication and brand promotion. The practical significance of the study is that its findings can help in the development of improvement tools and techniques of event marketing and its basic component – media events.

The article is devoted to the study of the event marketing technology used to promote the brand "Domru.ru". Event marketing has stable and sustainable development trends. A feature of event marketing in Russia is its close connection with the industry in organizing special events. The article highlights the advantages of event marketing over other marketing technologies, the basic types of events, identified their key tasks and functions. The article presents a classification of technologies and features of event arrangements. The paper presents the mechanism of development and implementation of media events, analyzes its effectiveness in the business communication and brand promotion. The practical significance of the study is that its findings can help in the development of improvement tools and techniques of event marketing and its basic component – media events.

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