Download Arts Marketing by Finola Kerrigan, Peter Fraser, Mustafa Ozbilgin PDF

By Finola Kerrigan, Peter Fraser, Mustafa Ozbilgin

Arts advertising specializes in a number of sectors in the arts and addresses the way advertising ideas are utilized inside of those, outlining either the similarities and the diversities that take place. bearing on coverage to perform, this contributed textual content demonstrates the best technique of advertising in particular components of the humanities, with each one bankruptcy having been written via a consultant within the box. even supposing basically targeting the united kingdom industry, the topic has international relevance and allure, and coverage is evaluated on nationwide, eu and supranational degrees. expert themes handled variety from the selling of the theatre, opera, and museums, via to the movie and well known track. * specializes in person sectors of arts advertising to supply perception into the selling ideas which are fascinated by particular parts* observed by means of a web source containing dialogue inquiries to expand studying past the textual content* Relates advertising coverage to perform

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Latterly academic attention has shifted to look at the release strategy as well as the characteristics of the film itself. Jones and Ritz (1991), De Vany and Walls (1996, 1997, 1999), Neelamegham and Chintagunta (1999), Zufryden (1996), Jedidi, Krider and Weinberg (1998), and Litman and Ahn (1998) all look at the impact which the number of screens on which a film opens, runs and closes has upon success. In general, the greater the number of screens a film is released on, the more likely the film is to achieve financial success.

But theatre is a risk business. Arguably few other fields of endeavour depend so much on the market-based judgements of the producer and impresario. The work is done, the doors open – will an audience turn up? Policy frameworks are dealt elsewhere in this volume. Pick (1986) covers the ground comprehensively. Many of the issues are relevant not just in the UK but worldwide. Heilbrun and Gray (2001) give comprehensive consideration to the economics of the arts in general. As far as theatre is concerned, a wide spectrum is evident in relation to a number of national policies, yet the same theme emerges.

An essential aspect of Kotler’s (2002) Marketing Concept is market research. While market research is widely used in the US film industry, its introduction into the European industries has met with some resistance, particularly on the Continent. Recruited Audience Screenings (RAS) are events where a film is shown to an audience consisting of members of the target audience with the purpose of testing various aspects of the film to see if it does in fact appeal to the target audience. The Danish Film Institute has introduced a system of RAS to the industry but is hampered by the fact that there are no specialist film research companies in the country.

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