Event Management: Principles & Methods

Assignment A

1.    Explain the key elements of an event    

2.    Discuss supplier and vendor management    

3.    How crucial are Lighting, Audio/ Video for an event

    
4.    Understand the concept of strategic planning for events

    
5.    Discuss the event scheduling aspect

    
6.    Give example of seasonal timing.

    
7.    Discuss the Tangible Objectives and Sensitivity in evaluation

    
8.    Explain the evaluation from organizers’ perspective

Assignment B
Case Detail:  
CASE STUDY: Corporate Event
Lexus came to the cievents corporate event production team with the objective of staging an edgy, fresh and innovative launch of the new Next Generation IS Lexus to their dealer network.
The Cox Solution
Working in unison with Lexus, cievents conducted comprehensive research into existing marketing campaigns, social media and the aesthetics of the vehicle itself in order to design an event that encapsulated the look and feel of the new Lexus.

Around 50 dealers were taken to a photographic warehouse in Collingwood, immediately setting the scene for a product showcase like no other. The warehouse was transformed into a 360-degree immersive visual extravaganza, with Lexus content integrated into the surfaces of the room.

All the dealers in attendance were positioned on swivel chairs and were surrounded by multiple screens and speakers. As the conference unfolded, they were required to adjust their viewing angles to take in the various different presentations and videos playing throughout the room.

That evening, cievents booked out the highly exclusive Club 23 nightclub at Crown Casino, where dealers were treated to a customised bespoke menu. The central themes of modernity, innovation and style were maintained throughout, delivering a consistent and enthralling message to the dealers.
The next day, guests were flown by helicopter direct to Phillip Island off the coast of Melbourne and offered the chance to experience the new Lexus for themselves. A professional drive team took them through their paces, and those in attendance underwent
a driving experience they won’t soon forget.
The Results
Response from both Lexus and the dealers in attendance was highly positive. cievent’s comprehensive knowledge of the Lexus brand and our ongoing dedication to consistently delivering above and beyond the needs of our clients allowed us to stage a successful and entertaining product unveiling.

1.    Explain the above case in your own words

2.    Why do you think research is important to carry out marketing campaigns?

Assignment C

Question No.  1    Marks - 10
An event might be ………… to achieve different things for different audience.    
 
Options    
Rehearsed    
Targeted    
Conceptualized    
Outsourced

Question No.  2    Marks - 10
Event evaluation is ………. to make you and your team more efficient and effective.    
 
Options    
Necessary    
Unnecessary    
Redundant    
Major

Question No.  3    Marks - 10
Random anonymous ……. forms posted around with collection boxes for filled in forms are good ways of evaluation.    
 
Options    
Survey    
Tick    
Picking    
Marketing

Question No.  4    Marks - 10
The ……-evaluation of an event is a very significant procedure that is being neglected by a majority of event planners.    
 
Options    
Pre    
Post    
Specialized    
Thorough

Question No.  5    Marks - 10
. ………. is the task that can be of enormous value for future events.    
 
Options    
Evaluation    
Planning    
Strategizing    
Coordinating    

Question No.  6    Marks - 10
 ………. require a post-evaluation report so as to see whether the audience has been affected by the sponsorship.    
 
Options    
Clients    
Audiences    
Sponsors    
Advertisers

Question No.  7    Marks - 10
 ………. document serves as a single, clear record of the event and its outcomes.    
 
Options    
De-brief    
Coral    
San-brief    
Financial

Question No.  8    Marks - 10
Your …………. reports will help you to evaluate your fundraising success.    
 
Options    
Financial    
Audience    
Staff    
Sponsor

Question No.  9    Marks - 10
The ………. components comprise of items such as the performances of your team, your overall design concept and your management style.    
 
Options    
Tangible    
Intangible    
Both of above    
None of the above    

Question No.  10    Marks - 10
An …….. person out of the event team and organization who knows a fair bit about event organizing to do drop-in sessions unannounced and is primarily an observer is preferred for evaluation.    
 
Options    
external    
Internal    
Outsourced    
Aged

Question No.  11    Marks - 10
An event with a distinct ……. is easier for customers to understand and remember to attend.    
 
Options    
Colour combo    
Space    
Theme    
Guests

Question No.  12    Marks - 10
Every event requires personalized attention and ……….. to anticipate every scenario.    
 
Options    
Coordination    
Sync    
Touch    
Intelligence

Question No.  13    Marks - 10
 ……… and signs must be installed and removed by general service contractors in a manner approved.    
 
Options    
Posters    
Timers    
Banners    
Dancers

Question No.  14    Marks - 10
…….. is responsible for coordinating all resources needed for event.    
 
Options    
Scheduling    
Timing    
Strategizing    
Planning

Question No.  15    Marks - 10
Since every event is unique, setting the proper ………… and tone is critically important.    
 
Options    
Atmosphere    
Colour    
Nature    
Diary

Question No.  16    Marks - 10
One way to strategically lay out an event involves ……… planning.    
 
Options    
Backward    
Forward    
Vertical    
Theoretical    

Question No.  17    Marks - 10
Businesses get the most for their advertising dollars when they market to ……. demographics.    
 
Options    
Positioned    
Cultured    
Target    
Close

Question No.  18    Marks - 10
 ………. from customers is an important input into the strategic planning process.    
 
Options    
Message    
Claps    
Questions    
Feedback

Question No.  19    Marks - 10
Strategic planning needs the involvement of a lot of ……. and therefore there is a need for coordination.    
 
Options    
People    
Resources    
Money    
Documents

Question No.  20    Marks - 10
Using the record of the …….. meeting, the independent facilitator prepares an additional document that will assist in the process of formulating the goals and objectives.    
 
Options    
SOWP    
SWOT    
DAR    
FRAR

Question No.  21    Marks - 10
An event manager must recruit personnel during which stage of an event management plan?    
Options    
staging the event    
scheduling the event    
coordinating the event    
negotiating the contract for the event

Question No.  22    Marks - 10
event managers must post signs to direct spectators while    
 
Options    
scheduling the event    
negotiating the contract for the event    
staging the event    
coordinating the event    

Question No.  23    Marks - 10
Notifying local residents and businesses of traffic plans improves:    
 
Options    
sales promotion    
community relations    
advertising    
selling

Question No.  24    Marks - 10
Threats are    
 
Options    
strengths of the event    
chances for unexpected, favorable outcomes    
external factors that influence the event    
opportunities of the event

Question No.  25    Marks - 10
Safety risks include    
 
Options    
finances    
negotiations    
reconciliation    
sabotage

Question No.  26    Marks - 10
event marketing is    
 
Options    
tangible    
a good    
a service    
a product

Question No.  27    Marks - 10
A boilerplate contract follows which format.    
 
Options    
fill in the blank    
short answer    
essay    
open ended

Question No.  28    Marks - 10
Opportunities are chances for    
 
Options    
increased liability    
unexpected, favorable outcomes    
possible threats    
loss of revenue

Question No.  29    Marks - 10
Which is an example of a threat?.    
 
Options    
Favorable news media    
Food and beverage carts run out of ice    
Poor publicity    
No traffic accidents

Question No.  30    Marks - 10
Which is an example of a threat.     
 
Options    
favorable newspaper article    
economic downturn    
successful traffic flow    
financial stability

Question No.  31    Marks - 10
 …….. serve the function of creating awareness and anticipation for the event.    
 
Options    
Calendars    
Phones    
Posters    
Children

Question No.  32    Marks - 10
Alongside effective………., the combination of Product, Price, Convenience and Promotion are the principal factors that are most likely to influence attendance.    
 
Options    
Positioning    
Targeting    
Planning    
Implementing

Question No.  33    Marks - 10
Make sure your marketing objectives are ……….    
 
Options    
SMART    
START    
SQUARe    
STRONG

Question No.  34    Marks - 10
The situational analysis should have broadly identified the type of _____ the event is likely to attract.    
 
Options    
Money    
Person    
Knowledge    
Character

Question No.  35    Marks - 10
When preparing your marketing and communications plan you must keep the available ……… at the forefront of your mind.    
 
Options    
Resources    
People    
Space    
Contacts

Question No.  36    Marks - 10
The …………….. of the event will determine who feeds into the planning process and who is ultimately responsible for delivering the plan.    
 
Options    
Style    
Guests    
Size and nature    
Resources

Question No.  37    Marks - 10
Event marketing is …… a stand alone or rigid activity.    
 
Options    
Always    
Rarely    
Sometimes    
Never

Question No.  38    Marks - 10
The first stage of devising your marketing plan involves what is sometimes called the ………. analysis.    
 
Options    
Simple    
Practical    
Situational    
educational

Question No.  39    Marks - 10
 ………. has its roots in the Latin word 'manidiare'.    
 
Options    
Summary    
Management    
Resources    
Marketing

Question No.  40    Marks - 10
An …… is a piece of data that provides information about one or more system  resources.    
 
Options    
Event    
Info    
Calendar    
Apple