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Event communication in Cote d’Ivoire: strategies and stakeholders

Author: 
Edmond DOUA
Subject Area: 
Physical Sciences and Engineering
Abstract: 

The study fits more broadly in the perspective of the communication of the organizations. The author brings together, in the same context, other paradigms in information and communication sciences, which help to better understand the problematic of event communication in general. The fields of institutional communication, social, political and marketing, are exploited in a general way, but with a particular interest for Ivory Coast. The main reason is that in this country, for ten years, communication based on the creation and staging of events, is in the process of acquiring its acclaim. This communication strategy tends, in fact, to supplant traditional forms of communication and dissemination of information, to constitute the cornerstone of all communication and marketing plans. On the scientific level, the author relies on an eclectic bibliography, in relation to the field of communication sciences (conceptual and theoretical approach). On the other hand, he relies on his own experience and his long practice on the ground, since the 1990s, in the field of event communication, in order to build his argument. Finally, empirically, the work takes into account the data collected from some Ivorian mobile phone companies. This, in light of their sponsorship, patronage or sponsorship activities in the field. The goal is to better expose the dynamic in which the design and implementation of a marketing communication, based on the event creation in the country. The assumption in this reflection is that event communication contributes, more and more, to the success of a marketing campaign aimed at an organization's brand, product or service.

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