After researching more about this subject, i noticed that one of the most important aspects in overcoming perceived elitism is product understanding. Branding, packaging, design and quality have to be clear. The problem of arts marketing lies within the fact that the artistic product does not try to fulfil the needs of the masses and therefore marketing is product- oriented and has to target the segment that is attracted to the product. Hill et al. (2003) enumerate that the `artistic director or exhibition curator and their teams tend to be production- centred in that they will always hope to challenge and stimulate their audience by giving them something beyond their expectations.` It is difficult to find the balance between excellence and access as the ordinary customer enjoys what the highly educated participant evaluates as low in artistic content.
Here is the reference:
HILL, E., O`SULLIVAN, C. and O`SULLIVAN, T. (2003) Creative Arts Marketing. 2nd ed., Butterworth- Heinemann
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