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Marketing / PR for agricultural show societies

Proud, William (2008) Marketing / PR for agricultural show societies. In 23rd Commonwealth Agricultural Conference : The Challenges of Change, 14-17 November 2008, Chateau on the Park, Christchurch. (Unpublished)

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Abstract

This paper uses an iconic case to investigate Schultz's (2008) Push Pull Model of Marketing Communication. The Royal Queensland Agriculture Show of the Ekka, a 133 year old hallmark event, struggled to deliver its message to a more sophisticated and timepoor audience, who were watching less traditional media and had more entertainment options. An online environment, with games, itinerary planner and ticket sales, was developed to pull Ekka goers and increase event attendance. The case supported the model, but raised questions for the future research of the effect of a good online environmnet on the acceptance of traditionally pushed marketing communication messages.

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144 since deposited on 03 Jun 2009
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ID Code: 20940
Item Type: Conference Paper
Keywords: Agricultural Marketing
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the author]
Deposited On: 03 Jun 2009 11:49
Last Modified: 05 Jan 2011 23:42

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