La organización de eventos en el contexto de las Comunicaciones Integradas de Marketing (IMC): el valor de la experiencia/The organization of events in the Integrated Marketing Communications (IMC) context: the value of experience

In the last decade has been significant development of the organization of events within the marketing communication strategy of companies. This trend is related, of course, that proved to be an effective tool, but not effective in any way, but the way that the marketing (the public) now seems that it is demanding, through experiences lead to the emotion, relationship, feeling, thought and action with the brands, companies or products. Integrated Marketing Communications (IMC) are both in the organization of events with a tool capable of adding value to brands from the experiential relationship with them. The aim of this study is to analyze the organization of events in the context of the IMC: identifying key aspects which offer clues as to how event organizers can generate experiences that enable them to achieve specific objectives, while evaluating the results. This article examines the contributions of experts in event management, and theorists of the IMC, as well as academic and professional proposals relating to the brand experience and experiential marketing. From the relationship between them has been made a theoretical proposal about the role they can play events on the marketing communication strategy, and ability to create brand experiences. [PUBLICATION ABSTRACT]