Events allow for a unique communication method that can emotionally differentiate target audiences' attitudes towards brands and companies with minimal scatter loss. This makes them an essential tool for corporate communication. At the same time, they can be costly. Evaluation enables the disclosure of the effectiveness and efficiency of events, enhances their quality, and thus legitimizes the expenses. This book combines the event impact and evaluation research from marketing science with the communication evaluation research from PR science. From this integration, a practical and universally applicable event evaluation model has emerged. It incorporates impact relationships, methods, and key figures, providing communication evaluation managers with a tool to comprehensively assess events.