Event-marketing includes “live” events directly related to a sale of the promoted product. Unlike sponsoring when a company actually buys advertising for itself at some event, in this case, the event itself is organized to sell (promote) the product. The main advantage of event-marketing is its wide coverage and flexibility of the communications transferred.
Hence, event-marketing can be viewed in two contexts: as a business and as an instrument of marketing communications.
Event-marketing is closely linked to event-management as actual conducting of any event requires professional management skills.
It stands to reason that the event-marketing theory speaks of two notions: “event management” and “event marketing” which stand for different but equally important components of organization of special-purpose events.