In today’s competitive economy, the role of advertising and promotion has never been more important. Creating consumer awareness and driving them to make a buying decision continues to be the central focus, but the average consumer is attacked with more messages than ever before. As the level of total advertising has risen, there has been an evolution of the variety of methods and types in existence. This has placed the advertising industry in a state of chaos.

In this white paper, you'll learn about:

• Key issues and possible hazards surrounding event marketing
• Potential conflicts of interest in program management and measurement
• Essential event marketing measurement tools
• The necessary controls for ensuring safety for the event
• Implementation of real-time event monitoring and verification