Lietuvos nevyriausybinių šokio teatrų auditorijos plėtros galimybių analizė ; Lithuanian non-governmental dance theatre audience development analysis
| In | LSRC VL (Lithuanian Social Research Centre Virtual Library) |
|---|---|
| Ressourcentyp | Hochschulschrift |
| Datum | 
2016 (Erscheinungsdatum) |
| Sprache | Litauisch Englisch |
| Beschreibung | The master thesis examines possibilities of Lithuanian non-governmental dance theatre audience development, possible directions and the effectiveness of audience development tools. The problem analyzed in this paper is
the use of non-effective, less effective and not based on the general strategy marketing tools, which do not encourage the development of dance theater audience. The goal of the research conducted – is to unveil the possibilities of audience development for non-governmental dance theater and come up with general guidelines for audience development by analyzing the main strategies already employed and based on the research conducted. For this purpose both – quantitative and qualitative methods were used: questionnaire, in depth interviews with the experts in marketing as well as theater owners, the analysis of a project conducted and the questioning of the focus group. The thesis consists of three parts. The first one systemizes the theoretical strategies and terminology alongside audience development terminology and the tools used as well as their purpose in a specific scenario are analyzed. The second part focuses on identifying the overall tendencies of the consumption of the dance theatres, the use of the tools in developing audiences, their effectiveness and potential seen by the experts. This is done by the research. The project conducted – actual dance theater AIROS premier of a play “Melancholijos bokstai” project and focus group (viewers of the play) questionnaire, were chosen wanting to evaluate the use of theoretical marketing tools, their effectiveness and adjustability. Project was took place in February – May 2016. Based on the research conducted, the selection and the use of marketing tools – does have a positive outcome on the development of non –governmental dance theater audience. The guidelines that were designed based on the thesis: branding – the brand of the theater has to be concise, solid and unique; pricing strategy needs to be based on the development of an understanding and value of the arts production, determined by separate audience – specific price range, the loyalty programs are formed in a long term. Digital marketing tools – consumer participation in forming the content, consistent and solid communication. Guerilla marketing tools – effective use of creative resources along with traditional means of marketing, lowers the drain of financial resources.
info:eu-repo/semantics/masterThesis |
| Schlagwörter | |
| Rechteangaben | info:eu-repo/semantics/embargoedAccess |
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