IMPACT OF UNCONVENTIONAL ADVERTISING ON PERFORMANCE OF CULTURAL INSTITUTIONS IN CITY OF OSIJEK

Iva Buljabasic ()
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Iva Buljabasic: Ph.D. Candidate, Department of cultural studies in Osijek, Croatia

Interdisciplinary Management Research, 2015, vol. 11, 1097-1105

Abstract: In time of crises, some cultural institutions in city of Osijek are having difficulties with attracting the audience, so they decided to go along with unconventional advertising methods. Cultural institutions and unconventional advertising are compound of old and new ways of acting. The main goal of this paper is to explain how unconventional advertising impacts on performance of cultural institutions in city of Osijek. The question is can cultural institutions in city of Osijek that for years used conventional marketing, go along with new ways of innovative advertising, like unconventional advertising. Since unconventional advertising is not yet widely spread among cultural institutions in city of Osijek, the intention of this paper is to analyze how audience reacts on new, creative and unconventional advertising of cultural institutions. In July 2014 the author carried out a research on wider audience of Croatian national theatre who attended four performances included in a theatre’s project of introducing unconventional advertising in promotional activities of the current theater season. The aim of presented research was to gather information about general attitude of the audience on the experience of unconventional advertising. The research covered the general questions about whether the viewers were attracted to the national theatre program because they liked the new way of advertising, how much they support unconventional advertising of theatre program and what did they liked the most about the new way of advertising. The results of the survey indicate that the opinions of the respondents are quite positive about the new and unconventional way of theater program advertising. At the end of this paper, there will be a conclusion in which the experience and knowledge acquired during the writing of this paper and during the conducted research will be summed up.

Keywords: advertising; guerrilla advertising; unconventional advertising; cultural institution; theatre; marketing in culture (search for similar items in EconPapers)
JEL-codes: M3 M37 Z1 (search for similar items in EconPapers)
Date: 2015
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