Keyword: marketing

Increased spending on marketing leads to increased revenue

This research was conducted by Hyunjung Lee, Kyoungnam Catherine Ha and Youngseon Kim at the University of Hartford, Pacific Lutheran University, and Central Connecticut State University, USA.

Summary

This paper looked at the relationship between the amount spent by arts organisations in the United States and their levels of revenue. It …

The persuasiveness of theatre reviews and adverts in old and new media

This research was conducted by Russell Thomas Warne and Malisa M. Drake-Brooks at Utah Valley University, USA

Summary

When reading a review of a play, would you trust a blog post more than a newspaper article? How effective are advertisements and how do they influence how much you are willing to …

By | 11 September 2018 |

Personality traits can determine interest in the visual arts

This research was conducted by Catherine L. Bachleda and Asmae Bennani at Al Akhawayn University, Ifrane, Morocco.

Summary

Are all museum dwellers conscientious introverts? Is a penchant for painting a mark of neuroticism? This study aimed to investigate how personality traits impact an individual’s interest in the visual arts. Here …

By | 15 February 2018 |

Using 'bundling' to increase attendance and loyalty

This research was conducted by Emma Hall, Wayne Binney and Julian Vieceli at Deakin University and Swinburne University of Technology, Australia

Summary

This paper examines how performing arts companies can increase customer loyalty and attendance by utilising the marketing tool known as bundling. Loyalty and attendance can be increased by offering …

By | 20 March 2017 |

The ‘literary bestseller’ – how to market a contradiction in terms

This research was conducted by Marie-Pierre Pouly at the University of Limoges, France

Summary

Using Zadie Smith’s White Teeth (2000) as a case study, the author explores what makes for a ‘literary bestseller’: a seemingly contradictory cultural phenomenon which enjoys both serious scholarly attention and a mass market success. Based …

By | 26 May 2016 |

Authenticity is a complex issue when marketing classical music

This research was conducted by Nick Wilson at King's College London, UK

Summary

This paper looked at the phenomenon of ‘historically informed performance’ (performing classical music on period instruments and in original arrangements) and examines how it gained relative commercial success in the UK during the 1970s and 80s. The …

By | 11 April 2014 |

Arts marketing needs to integrate a social impact dimension to satisfy stakeholders

This research was conducted by Hye-Kyung Lee at King's College London, UK

Summary

The paper looked at how marketing can inform the way that arts organisations respond to changing national policy that impacts upon their objectives and mission. The study was based on interviews with staff at four theatres in …

By | 11 April 2014 |

The artistic experience is not created for the consumer, but co-created with them

This research was conducted by Miranda Boorsma at the University of Groningen, The Netherlands

Summary

This paper charts the theories that have underpinned arts marketing in the last 20 years. It suggests that incorporating contemporary aesthetic philosophy could lead to a radical shift in arts marketing practice. Rather than allowing either …

By | 20 March 2014 |