جستجوی مقالات مرتبط با کلیدواژه "art marketing" در نشریات گروه "مدیریت"

Cinema is known as one of the main pillars of cultural, social and artistic development of any society. There are several motivating and preventing factors for different audience segments to go to the cinema, which can be used to improve the performance of movie theaters and attract more audiences. Therefore, the present study was conducted to identify the motivating and preventing factors in attracting different sections of cinema audiences. This research is a exploratory mixed method study. In the qualitative section, a conceptual model of effective factors in attracting cinema audiences was identified In the quantitative part, a questionnaire was developed based on the indicators extracted in the qualitative stage and was distributed among the citizens of Shiraz with a sample size of 389 people. In the next step, the respondents were divided into three sections using the Keynesian clustering algorithm and the motivating and preventing factors were identified in each section. Finally, the mentioned factors were prioritized using Friedman test and mean. Findings showed that "desire for entertainment, diversity and having a new experience" in the first cluster: "genre and subject of film" in the second cluster; and "cinema ticket price" in the third cluster, are the most important motivational factors. "tendency to other entertainments and hobbies" in the first cluster and "distance from the house to the cinema" in the second and third cluster were also identified as the most important preventing factors.

Spectators are the most important group of audience in theater industry. Not only they are the main buyers and consumers of this artistic product, they can also cause the theaters and groups to continue their activities or close down. Considering the financial concerns of the managers and due to the fact that most of the chances of some private theaters in Tehran are empty, it is necessary to know the motivations of the spectators to attend the theaters. Accordingly, the purpose of this study was to investigate the effect of search and escape motives (personal and interpersonal) on the presence of spectators in theaters. The present study is applied in terms of purpose and descriptive-survey in terms of method. Based on non-random method, 407 spectators from the subscribers of “Tiwall” webpage in Tehran have been chosen and their answers to the questioners have been studied. To investigate the variables and hypotheses, SEM, SPSS and AMOS software was used. The findings indicated that personal and interpersonal seeking and personal escaping are effective on spectators’ attendance.

Art plays an important role in society. According to Michelangelo, a real work of art is nothing but a shadow of God's perfection. The art of painting is in fact a kind of language in the early days. This made painting a visual art that has its own language. According to the importance of art, today perhaps a very small percentage of people in the community are willing to visit galleries and buy works of art. Artists spend a lot of time creating a work of art, but sales of this type of product are low and discourage artists. Artists are a role model in society, if artists have a shortage, it will be evident in their behavior, actions and appearance, and it will make people see these things, and society will be affected by this. In order to enliven today's machine life, it is necessary to sell more and more of these works of art. The existence of places and art galleries is of special importance for promoting the cultural level. This has not been cultured in Iran as it should be. All these factors went hand in hand so that the Iranian people would stay away from the beautiful world of art day by day. In this study, we intend to first review previous research, and then look at social marketing advertising strategies to increase art sales.

Theater in Iran, despite existing in the country for many years, has yet to establish the necessary connection with the society and has been unable to increase the number of the audience. Therefore, the lack of an adequate audience or the inability to attract a general audience in society is considered as one of the main problems of theater in Iran. On the other hand, in developing societies including Iran, there is a advertising gap in the field of theater, while experiences in many countries with active theater sector has shown that the use of organized advertising can change the basis of theater performance. There have been a few researches on advertising theater on social media as well as strategies to improve theater marketing. But, no research has been conducted to identify the methods affecting theater advertising on the Internet. Besides, the prioritization of these methods is not pursued in these studies. Therefore, the present study aims to fill the existing gap and identify the methods affecting theater advertising in the Internet environment, and finally to prioritize these methods considering the expansion of the Internet and its potential possibilities in theater advertising.

The present study is applied in terms of purpose and uses a mixed exploratory approach consisting of two phases. The first phase was conducted using a qualitative research method through a case study strategy as well as qualitative content analysis with the aim of "identifying the methods of theater advertising on the Internet". For this purpose, semi-structured interviews with 14 experts in the field of marketing and theater were conducted. The second phase of the research was followed with a quantitative approach using the best-worst interval technique considering the experts’ opinion in the field of theater and marketing. Lingo and Excel software were used to prioritize the solutions identified in the previous step. The snowball sampling was used in this study. In addition, the present study examines three cases including the three theaters: "thirty", "Mississippi Dies Reclined" and "Miss Pistol".

The research findings indicated the identification of methods for online theater advertising. These methods include regular web-page advertising, newsmaking, step-by-step advertising, popular social media advertising, app marketing, email marketing, word-of-mouth internet marketing, tempting marketing, online guerrilla marketing, and inverse marketing. According to the analysis, "advertising on popular social networks" was the most important method of online theater advertising with the highest set of preferences followed by the "word-of-mouth Internet advertising". "Regular web-page advertising" was also ranked third; Thus, according to the results of prioritizing the categories using the best-worst interval method, newsmaking method, step-by-step advertising, tempting marketing, app marketing, online guerrilla marketing, inverse marketing and email marketing are among the other solutions introduced for the next priorities. Therefore, "advertising on popular social networks" is the most important category and "email marketing" is the least important category.

The methods identified in the present study are more comprehensive. Research findings also show that the "advertising on popular social networks" is more important than the other indicators in ranking online methods of theater advertising. "Internet word-of-mouth" is the next technique and its importance cannot be ignored. The "regular advertising on the web" is reported as the third most important technique. Thus, according to the results of prioritizing the categories using the best-worst interval method, newsmaking, step-by-step advertising, tempting marketing, app marketing, internet guerrilla marketing, inverse marketing and email marketing were introduced as the next priorities, respectively. In order to make a comparison between the findings of the present study with the efforts of other researchers, it can be said that the Internet along with traditional advertising provides an extremely substantial platform for theater art advertising. Theater groups and art institute's can benefit from the findings of the present study to attract the audience and interact more frequently and thus to increase the ticket fees which leads to an increase in revenue.