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Preliminary communication

THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE

Iva Buljubašić ; Josip Juraj Strossmayer University of Osijek, Department of Cultural Studies, Osijek, Croatia
Marta Borić ; Josip Juraj Strossmayer University of Osijek, Department of Cultural Studies, Osijek, Croatia
Ivana Hartmann Tolić   ORCID icon orcid.org/0000-0002-6805-1328 ; Josip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Osijek, Croatia

Fulltext: english, PDF (191 KB) pages 109-124 downloads: 1.177* cite
APA 6th Edition
Buljubašić, I., Borić, M. & Hartmann Tolić, I. (2016). THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE. Ekonomski vjesnik, 29 (1), 109-124. Retrieved from https://hrcak.srce.hr/161036
MLA 8th Edition
Buljubašić, Iva, et al. "THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE." Ekonomski vjesnik, vol. 29, no. 1, 2016, pp. 109-124. https://hrcak.srce.hr/161036. Accessed 23 Nov. 2020.
Chicago 17th Edition
Buljubašić, Iva, Marta Borić and Ivana Hartmann Tolić. "THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE." Ekonomski vjesnik 29, no. 1 (2016): 109-124. https://hrcak.srce.hr/161036
Harvard
Buljubašić, I., Borić, M., and Hartmann Tolić, I. (2016). 'THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE', Ekonomski vjesnik, 29(1), pp. 109-124. Available at: https://hrcak.srce.hr/161036 (Accessed 23 November 2020)
Vancouver
Buljubašić I, Borić M, Hartmann Tolić I. THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE. Ekonomski vjesnik [Internet]. 2016 [cited 2020 November 23];29(1):109-124. Available from: https://hrcak.srce.hr/161036
IEEE
I. Buljubašić, M. Borić and I. Hartmann Tolić, "THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE", Ekonomski vjesnik, vol.29, no. 1, pp. 109-124, 2016. [Online]. Available: https://hrcak.srce.hr/161036. [Accessed: 23 November 2020]

Abstracts

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.

Keywords
Creative industry; museum; museum marketing; promotion; marketing in culture

Hrčak ID: 161036

URI
https://hrcak.srce.hr/161036

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