The Value of Marketing Tools in Arts Marketing

Nowadays the arts are becoming more and more recognized as being an intrinsic part of everyday human life. The arts industry has recognized the importance of studying how to market effectively. As commercial marketing cannot be simply transplanted into an arts environment, arts marketing is a specific area. The marketing strategy of various arts organizations has become particularly significant in the increasingly competitive arts environment. The focus on arts marketing is being encouraged to ensure the arts organizations long-term viability, profitability and sustainability. This research will focus on arts festival organizations, as a particular type of arts organization, and will look closely at the approach in which they undertake arts marketing activities. This dissertation aims analyze the value of marketing tools in arts marketing and research whether the scientific marketing methods can reach broader range of consumers and improve the profits of arts organizations. It is necessary to understand the consumer behaviour and the process of how advertising affects arts audiences. The research will also give arts marketing professionals some suggestions and direction that they can reference in the future