Theatrical Event and Alternative Advertising in the Romanian Theater.
In the last years, the exclusive integration of advertising in the marketing mix has become a word-out manner of acting at an operational level. The autonomy of advertising in the management process has become inherent and, generally, closer to the area of communication than the other elements of th...
| Publicado en: | Theatrical Colloquia Vol. 10; no. 1; pp. 88 - 105 |
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| Formato: | Artículo |
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George Enescu University of Arts, Artes Publishing House
2020
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=143393370&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 143393370 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 15844927 JX0V jtl: Theatrical Colloquia issn: 15844927 maglogo: N pubinfo: dt: 2020 vid: 10 iid: 1 pid: 80565 pub: George Enescu University of Arts, Artes Publishing House artinfo: ui: 143393370 10.2478/tco-2020-0006 ppf: 88 ppct: 17 formats: fmt: @attributes: type: P size: 6.1MB tig: atl: Theatrical Event and Alternative Advertising in the Romanian Theater. aug: au: TĂTAR-VÎSTRAS, Ivona affil: Lecturer PhD at the Faculty of Theater and Film, "Babeș-Bolyai" University, Cluj-Napoca su: Advertising management Advertising Marketing mix Direct marketing Communication policy sug: subj: Advertising management Advertising Marketing mix Direct marketing Communication policy keyword: advertising arts marketing below the line Romanian theater ab: In the last years, the exclusive integration of advertising in the marketing mix has become a word-out manner of acting at an operational level. The autonomy of advertising in the management process has become inherent and, generally, closer to the area of communication than the other elements of the mix (price, place, product). The communication policies of an institution or company have separated more and more from the traditionally recognized marketing component. At the same time, in the case of Romanian theater (and, in general, in the cultural environment), but especially in the sector of independent theater, we can see a novel operational process, whereby not only the nature of the cultural service governs the media plan, but the reverse also applies. "Direct marketing" approaches seem to add an outer layer to the institutional communication segment and to dictate even an artistic-aesthetic direction to the organization. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Theatrical Colloquia is the property of George Enescu University of Arts, Artes Publishing House and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Theatrical Colloquia holder: George Enescu University of Arts, Artes Publishing House dt: @attributes: year: 2020 holdings: @attributes: islocal: N |
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