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Econviews : Review of Contemporary Entrepreneurship, Business, and Economic Issues, Vol. 29 No. 1, 2016.

Preliminary communication

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

Iva Buljubašić orcid id orcid.org/0000-0003-3582-0060 ; 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 id orcid.org/0000-0002-6805-1328 ; Josip Juraj Strossmayer University of Osijek, Faculty of Electrical Engineering, Osijek, Croatia

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Abstract

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

Publication date:

30.6.2016.

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