VPAA10H3 Lecture Notes - Lecture 5: Direct Marketing, Netflix, Marketing Mix
Document Summary
Vpaa10h3 f introduction to arts management | week 5. Office hours: aa329 | 11:10-12:00, mondays, or 12:10-1:00 thursdays, or by appointment. Week 5 | keywords: marketing [continues, fundraising. Marketing [continues: bringing arts to audiences (continues): Major 2002 u. s. study shows that: more than 75% of people like classical music, but 18% of them listen to classical music regularly, and less than 5% of them have been to the concert in the previous year. Attendance at traditional arts events have less to do with the art itself, which people like, and more to do with the experience, which people don"t like. Audiences like the product, not the experience. (when we are marketing experiential events, we are basically competing with everything else people will do: walking the dog, watching netflix, hanging out with friends, instead of going to a music concert. ) Marketing is not just about bringing audiences in there is also audience engagement (the additional products): pricing in marketing mix.
