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THE EVENT MARKETING AS METHOD OF CREATION

OF HARMONIOUS RELATIONSHIPS WITH PUBLIC

Marenich V.

Summary In the article the event marketing is analyzed as PR-promotion that allows to increase popularity and to strengthen reputation of higher education institution, its services, brand, to form the trust of customers, partners, mass media, to consolidate its attractiveness for target audiences. The classification of the special events is presented, their aims and tasks are formulated and also the expected results are marked. The characteristics of media oriented technologies which allow to higher educational establishment to conduct an effective social dialogue and to form their own individual position is given.

Keywords: brand, image, media oriented technologies, newsmaker business, event marketing, presentation, PR-technology, reputation, special event, target audience.



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