The PMA has launched an Event Marketing Council in response to the increasingly important role event marketing plays in integrated promotion marketing campaigns.
In fact, the PMA and PROMO Magazine recently released the results of a co-sponsored study –The 2003 Trends Report — , which included an analysis of spending across 16 tactics.
The study indicated that 56.5 percent, or $132 billion, of the total $233.7 billion spent in 2002 in consumer promotions was on event marketing.
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