---
title: "Traditional vs Non-Traditional Marketing Communications"
description: "Conference paper with Ann T. Conway exploring target marketing in the events sector."
canonical: "https://gordongeraghty.com/work/thric"
type: "work"
---



# Traditional vs Non-Traditional Marketing Communications

**Gordon Geraghty** — Traditional vs Non-Traditional Marketing Communications, Academic. Conference paper with Ann T. Conway exploring target marketing in the events sector. Result: THRIC 2016 · DOI 10.21427/D7BV19.

**Academic · marketing**

## Results — Traditional vs Non-Traditional Marketing Communications

THRIC 2016 · DOI 10.21427/D7BV19

- **DOI:** https://doi.org/10.21427/D7BV19

## Abstract
This research explores marketing strategies in the events sector through professional interviews. It identifies five key themes: channels used and avoided, the future direction of marketing, time-sensitivity, integrated planning, and the specific challenges event marketers face.

Key findings point to *"the changing effectiveness within traditional marketing methods."* As digital marketing budgets expand, the research suggests marketers may revisit conventional communication to balance their promotional strategies.

## Recommended citation
Geraghty, G. and Conway, A. (2016) *The Study of Traditional and Non-traditional Marketing Communications: Target Marketing in the Events Sector.* Paper presented at the 12th Annual Tourism and Hospitality Research in Ireland Conference, THRIC 2016, 16–17 June, Limerick Institute of Technology. DOI: 10.21427/D7BV19

**Tags:** Research, Publication

[External link](https://arrow.tudublin.ie/tfschmtcon/62/)