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MARKETING COMMUNICATIONS FOR THE THEATRE SERVICES PROMOTIONAL STRATEGY: SPECIAL ASPECTS OF CHOICE

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PDF: Author(s): Khlebovich D. I., Tokareva I. V.,
Number of journal: 2(43) Date: May 2018
Annotation:

The article is devoted to the questions of modern marketing communications in the theaters activity. The factors that require theaters to develop the market-driven behavior were determined. The features of a theater and its services are shown. They affect the communication program goals, tasks, and functions. Based on the discussion on marketing communications complex understanding and components, the conclusion is made that the choice of format, content and target audience interaction mode is becoming more complicated. The prerequisites influenced the communication tools choice features are as follows: market offer attributes, target audiences, competitors` activity, and budget limitation. The theater web-site is presented as a key communication tool; the practice of its usage is shown.

Keywords:

spectator, communication tool, Internet, marketing communications, behavior, promotion, site, theater, service, target audience.

For citation:

Khlebovich D. I., Tokareva I. V. Marketing communications for the theatre services promotional strategy: special aspects of choice // Business. Education. Law. 2018. No. 2 (43). P. 195–201. DOI: 10.25683/VOLBI.2018.43.259.