事件营销是将营销活动策划为公众生活的一部分,让事件成为媒体有兴趣,而且和消费者有切身关系的话题。它比一般大众媒介的线上广告投放具有更好的观众亲和力,也是超越各种人口学变项限制,可以极大化接近真正大众的营销传播工具。但是事件没有获得大众媒介的延伸报道,没有造成一般社会公众的讨论激情,那么效果可能不止是减少一半,甚至可以毫不夸张地宣布“根本没有效果”。 Event marketing is the planning of marketing activities as part of public life, making the event an issue of interest to the media and to consumers. It has better viewer affinity than online advertising in the general mass media and is a marketing communications tool that goes beyond demographic constraints and maximizes proximity to the real public. However, if the incident was not reported by the mass media and did not result in the enthusiasm of the general public, the effect would probably have been halved. It would even be no exaggeration to declare that there was “no effect”.