The present contribution arises with the intent of providing a brief, and therefore not exhaustive, theoretical accommodation of the problematics related to the programming and the achievement of an event. In reality, the aim of the paper is to develop optimal advertising policies for an event that takes place at a given future instant of time (a sport game, a concert, a ballet or a theatre performance) and to minimize the advertising costs concerning the organization of the event. More precisely, the paper faces the problem of how to diffuse over time the informations about a forthcoming event among a population of potential participants and it takes into consideration, among the main vehicles for the dissemination of information, the word-of-mouth effect, a kind of advertising which is independent of the firm advertising policy.