Event Marketing and Experiential Marketing towards the Formation of Net Marketing Contribution Margin (NMCM) (Study at PT. Garuda Indonesia, TBK). (31st May 2016)

• Record Type: Journal Article
• Authors: Khotimah, Khusnul; Sucherly, ; Sari, Diana; Kaltum, Umi
• Is Part Of: Procedia--social and behavioral sciences. Volume 219(2016)
• Page Start: 431
• Page End: 439
• Publication Date: 2016-05-31
• Subjects: Event Marketing -- Experiential Marketing -- Net Marketing Contribution Margin (NMCM); Social sciences -- Periodicals; Social sciences -- Congresses; Arts -- Periodicals; Arts -- Congresses; Humanities -- Periodicals; Humanities -- Congresses; 300
• DOI: 10.1016/j.sbspro.2016.05.017
• Languages: English
• ISSNs: 1877-0428

Abstract

Abstract: The number of customers attending the event decreased by 12.5% compared to the previous year, 2011. However, it did not considerably affect the profits from the ticket sale, which was 60%. The findings of this study show that the ratio of the promotion costs, the tickets and the sale towards the total of the sale fluctuated since 2009-2014. It demonstrates the completely opposite condition of the profits gained from Event Marketing and Experiential Marketing that continually increased yearly. It is predicted that this occurred due to the lack of good communication strategy as expected in the company's goals.