THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE
In times of crises, some cultural institutions in Croatia have experienced difficulties attracting an audience, which drove them to try out creative and unconventional forms of promotion. Promotion is one of the most popular, widespread and influential parts of marketing. Promotion is also of major...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Faculty of Economics and Business in Osijek
2016-06-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/237441 |
| _version_ | 1827363021671890944 |
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| author | Iva Buljubašić Marta Borić Ivana Hartmann Tolić |
| author_facet | Iva Buljubašić Marta Borić Ivana Hartmann Tolić |
| author_sort | Iva Buljubašić |
| collection | DOAJ |
| description | In times of crises, some cultural institutions in Croatia have experienced difficulties attracting an audience, which drove them to try out creative and unconventional forms of promotion. Promotion is one of the most popular, widespread and influential parts of marketing. Promotion is also of major importance for a cultural institution because of its ability to attract a large number of visitors. Setting out from this starting point, this paper focused on conventional and unconventional forms of promotion in museums as a part of the creative industries. Creative industries are gaining importance nowadays, and museums as a part of the visual arts sector of the creative industries are gaining popularity thanks to the promotion efforts. With this in mind, a survey was carried out among the visitors of the Museum of Fine Arts in Osijek during Julije Knifer's retrospective exhibition “Uncompromising” in March and April 2015. Participants were given a questionnaire consisting of closed-ended questions about conventional and unconventional forms of promotion and their impact on visitors.
The authors participated in the organization of promotional activities for the exhibition and employed certain conventional and unconventional forms of promotion to get an idea of their impact on museum attendance (or lack thereof). The results demonstrated that the promotional activities had a positive impact on museum attendance, and unconventional forms of promotion had a greater impact than the conventional ones. |
| first_indexed | 2024-03-08T07:41:53Z |
| format | Article |
| id | doaj.art-5076765d31c14c64b7e7b0d057d32187 |
| institution | Directory Open Access Journal |
| issn | 0353-359X 1847-2206 |
| language | English |
| last_indexed | 2024-03-08T07:41:53Z |
| publishDate | 2016-06-01 |
| publisher | Faculty of Economics and Business in Osijek |
| record_format | Article |
| series | Ekonomski Vjesnik |
| spelling | doaj.art-5076765d31c14c64b7e7b0d057d321872024-02-02T17:12:07ZengFaculty of Economics and Business in OsijekEkonomski Vjesnik0353-359X1847-22062016-06-01291109124THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCEIva Buljubašić0Marta Borić1Ivana Hartmann Tolić2Josip Juraj Strossmayer University of Osijek, Department of Cultural Studies, Osijek, CroatiaJosip Juraj Strossmayer University of Osijek, Department of Cultural Studies, Osijek, CroatiaJosip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Osijek, CroatiaIn times of crises, some cultural institutions in Croatia have experienced difficulties attracting an audience, which drove them to try out creative and unconventional forms of promotion. Promotion is one of the most popular, widespread and influential parts of marketing. Promotion is also of major importance for a cultural institution because of its ability to attract a large number of visitors. Setting out from this starting point, this paper focused on conventional and unconventional forms of promotion in museums as a part of the creative industries. Creative industries are gaining importance nowadays, and museums as a part of the visual arts sector of the creative industries are gaining popularity thanks to the promotion efforts. With this in mind, a survey was carried out among the visitors of the Museum of Fine Arts in Osijek during Julije Knifer's retrospective exhibition “Uncompromising” in March and April 2015. Participants were given a questionnaire consisting of closed-ended questions about conventional and unconventional forms of promotion and their impact on visitors. The authors participated in the organization of promotional activities for the exhibition and employed certain conventional and unconventional forms of promotion to get an idea of their impact on museum attendance (or lack thereof). The results demonstrated that the promotional activities had a positive impact on museum attendance, and unconventional forms of promotion had a greater impact than the conventional ones.http://hrcak.srce.hr/file/237441creative industrymuseummuseum marketingpromotionmarketing in culture |
| spellingShingle | Iva Buljubašić Marta Borić Ivana Hartmann Tolić THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE Ekonomski Vjesnik creative industry museum museum marketing promotion marketing in culture |
| title | THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE |
| title_full | THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE |
| title_fullStr | THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE |
| title_full_unstemmed | THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE |
| title_short | THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE |
| title_sort | impact of promotion in creative industries the case of museum attendance |
| topic | creative industry museum museum marketing promotion marketing in culture |
| url | http://hrcak.srce.hr/file/237441 |
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