PERCEPTION OF BIG MUSIC FESTIVAL BY ITS PARTICIPANTS - CONTEXT OF EVENT SPONSORS' MARKETING ACTIVITIES.

Huge marketing events may be used by their sponsors to provide vast masses of people with extraordinary and memorable experiences that have a powerful impact on a brand image. Music festivals have a considerable potential in this respect. This paper demonstrates how participants of Pol'and'Rock Festival see this event in the marketing dimension and how they perceive activities performed by sponsors. The authors conducted survey research, the results of which showed that festival participants recognise and accept marketing activities carried out by the event organiser and sponsors. The majority of respondents are aware of the fact that they could not attend concerts free of charge without financial support provided by sponsors. The results of the research not only serve as a basis for further, in-depth scientific analyses, but also enable the festival organiser and its partners to gain knowledge of how to perform marketing activities in an effective manner. [ABSTRACT FROM AUTHOR]