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THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA
The institutions of culture in the Republic of Croatia, especially the city and national theatres, which are the focus of this work, are trying to find the best possible way of marketing communication and attract a young audience. Integrated marketing communication is not only essential for the city and national theatres in the Republic of Croatia to better understand the needs and requirements of its audience, but also for other cultural institutions such as museums or galleries. By using integrated marketing communication, theatres and other cultural institutions can build an audience and generally raise awareness of the role that cultural institutions play in the economic development of the country. This paper aims to investigate the impact of integrated marketing communication (with emphasis on promotion) on the development of theatre audience, in this case, generation Y, the so-called millennials, and explore the motives behind the arrival of this generation in theatres. The use of innovation in promotion, as well as continued investment in audience development, are prerequisites for the development of a theatre programme.
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