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 (Unpublished)
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.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|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 01:49|
|Last Modified:||05 Jan 2011 13:42|
Repository Staff Only: item control page