Event Marketing in the Field of Mass Media: the Features of Management and Performance Evaluation

This research is an attempt of complex analysis of event marketing conducted by Russian music radio stations. The features of event marketing of music radio stations are identified, and a system for assessing its effectiveness is developed with the help of the methods of expert interviews and focus groups used by the author of this work. The obtained results confirm the hypotheses that there are significant differences in the features of the organization, as well as in the purposes and criteria for evaluating the effectiveness of events organized by radio stations. In addition, on the basis of the results of this study, a practice-oriented step-by-step system of recommendations for the most effective organization of mass events was developed. The study faces some challenges including a small degree of study of the topic in Russia. The results can form the basis for further practice-oriented research in the field of event marketing and evaluation of its effectiveness not only in the radio, but also in other areas. In addition, the developed criteria for evaluating the effectiveness can be used in practice for various events that media structures conduct.