The Assessment of Event Marketing Influence on Crisis Management Strategy Implementation

Student: Kostenko Elena

Faculty: School of Integrated Communications

Educational Programme: Specialist

Year of Graduation: 2014

The following degree work is devoted to research of the effectiveness of event marketing as the possible tool of anti-crisis strategy. The hypothesis points out that event marketing has the specific ability to support the company's reputation and the brand's image. For approval of this hypothesis the author revealed the significant advantages of event marketing as the instrument of crisis communication and examined the degree of an event's influence on results of crisis communication strategy of Johnson&Johnson, Toyota, BP и Tesla Motors. Based on comparative analysis the author approved the hypothesis.Key words: crisis, anti-crisis management, reputation, image, event marketing, effectiveness.

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