The international experience of assessing the effectiveness of event

Abstract

In the last decade, there have been significant changes in the choice of marketing communications
technologies by Kazakhstani companies. Increasingly, in the marketing plans of enterprises and organizations,
there is such a technology of promotion as event marketing. There is an increase in both event
agencies specializing in event marketing, and the growth of consumers who have a high share of the
budget for the use of this technology. At the same time, despite the popularity of this method of promotion,
the issue of assessing the effectiveness of the proposed event by various event enterprises remains
open, which is the reason for the latter, is unreasonable additional profit. Event-business has turned into
a profitable and profitable business. As a result, the price of products and services of enterprises and
organizations that use event-services has a tendency to unreasonably increase its value.
Drawing on existing research conducted by foreign and domestic theorists and practitioners, an attempt
is made to review, analyze and summarize various practices, methods and approaches to assessing
the effectiveness of event marketing. The conducted research led to the conclusion that the establishment
of more transparent and clear criteria in the evaluation of efficiency is the basis for companies
in the search for ways to reduce the cost of marketing activities, to create a less expensive portfolio of
integrated marketing communications.