Original scientific paper
https://doi.org/10.47960/2712-0457.2020.2.17
THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA
Iva Buljubašić
orcid.org/0000-0003-3582-0060
; Josip Juraj Strossmayer University of Osijek
Full text: croatian doc 131 Kb
page 17-22
downloads: 283
cite
APA 6th Edition
Buljubašić, I. (2020). THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA. South Eastern European Journal of Communication, 2 (1), 23-23. https://doi.org/10.47960/2712-0457.2020.2.17
MLA 8th Edition
Buljubašić, Iva. "THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA." South Eastern European Journal of Communication, vol. 2, no. 1, 2020, pp. 23-23. https://doi.org/10.47960/2712-0457.2020.2.17. Accessed 19 May 2024.
Chicago 17th Edition
Buljubašić, Iva. "THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA." South Eastern European Journal of Communication 2, no. 1 (2020): 23-23. https://doi.org/10.47960/2712-0457.2020.2.17
Harvard
Buljubašić, I. (2020). 'THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA', South Eastern European Journal of Communication, 2(1), pp. 23-23. https://doi.org/10.47960/2712-0457.2020.2.17
Vancouver
Buljubašić I. THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA. South Eastern European Journal of Communication [Internet]. 2020 [cited 2024 May 19];2(1):23-23. https://doi.org/10.47960/2712-0457.2020.2.17
IEEE
I. Buljubašić, "THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA", South Eastern European Journal of Communication, vol.2, no. 1, pp. 23-23, 2020. [Online]. https://doi.org/10.47960/2712-0457.2020.2.17
Full text: english doc 33 Kb
page 23-23
downloads: 155
cite
APA 6th Edition
Buljubašić, I. (2020). THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA. South Eastern European Journal of Communication, 2 (1), 23-23. https://doi.org/10.47960/2712-0457.2020.2.17
MLA 8th Edition
Buljubašić, Iva. "THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA." South Eastern European Journal of Communication, vol. 2, no. 1, 2020, pp. 23-23. https://doi.org/10.47960/2712-0457.2020.2.17. Accessed 19 May 2024.
Chicago 17th Edition
Buljubašić, Iva. "THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA." South Eastern European Journal of Communication 2, no. 1 (2020): 23-23. https://doi.org/10.47960/2712-0457.2020.2.17
Harvard
Buljubašić, I. (2020). 'THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA', South Eastern European Journal of Communication, 2(1), pp. 23-23. https://doi.org/10.47960/2712-0457.2020.2.17
Vancouver
Buljubašić I. THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA. South Eastern European Journal of Communication [Internet]. 2020 [cited 2024 May 19];2(1):23-23. https://doi.org/10.47960/2712-0457.2020.2.17
IEEE
I. Buljubašić, "THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON THE DEVELOPMENT OF THE THEATRE PUBLIC GENERATION Y IN THE REPUBLIC OF CROATIA", South Eastern European Journal of Communication, vol.2, no. 1, pp. 23-23, 2020. [Online]. https://doi.org/10.47960/2712-0457.2020.2.17
Abstract
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.
Keywords
marketing communication; marketing culture; generation Y; audience development; theatre
Hrčak ID:
240786
URI
https://hrcak.srce.hr/240786
Publication date:
30.6.2020.
Article data in other languages:
croatian
Visits: 1.386
*