SPECIAL EVENTS CREATING AND SUSTAINING A NEW WORLD FOR CELEBRATION, 7TH EDITION
PLEASE LABEL ALL THE QUESTIONS IN THE PAPER AND ANSWER.
Read chapter 7 also input all questions in the paper. then answer.
Read: Chapter 7 – Marketing and Integrated Communications Technology
Read: Case Studies: Advertising and Marketing & Info. Technology – PP. 366-375
PAGE 366-367 – ADVERTISING AND MARKETING
In 2009, a private company organized a major event, called The Gathering, in Edinburgh, Scotland. The event
was a celebration of Scottish clans, history, sports, and culture. The event included over 100 representatives
from Scottish clans, who were located in small tents within an area known as the Clan Village. Attendance for
the two-day outdoor event was slightly more than 40,000 persons with an large percentage of international
visitors, primarily from North America. During an early focus panel with potential ticket buyers, the overarching
opinion was that the event was not well-defined or well-explained. The ticket pricing also was criticized as
heavily and narrowly focused on a multi-event ticket that included the two-day event, participation in an
exclusive clan parade, and attendance at a dramatic pageant held in front of Edinburgh Castle. A few weeks
after the event concluded, the local newspapers reported that the event company had lost in excess of
$700,000 and that the company was forced into liquidation and bankruptcy. There are rumors that the event
may be recreated in 2014.
• How could the event planners have done a better job of clearly promoting the benefits and features of the
event in advance to attract a more targeted audience?
• How could the event planners have done a better job of minimizing the damage from the negative publicity
when the event company was forced into bankruptcy?
• What should the event planners be doing now to ensure that the advertising and marketing for a future event
is better aligned with the goals and objectives of the stakeholders, and to avoid the negative publicity of the
past?
PAGE -373 – INFORMATION-TECHNOLOGY
The user group for your new software program has decided that further training is needed. They have set up a
Facebook account to discuss the problems they are having with your new software product. They wish to
organize this user group training program as soon as possible.
• How might you intervene to ensure that the Facebook group members know you are aware of their concerns
and are taking appropriate action to assist them?
• When and where should you conduct the user group meeting, and how will you consult with the users to
make this determination?
• What are some of the key issues that should be addressed during the training session, and should you
include any social activities for the users?