Investigating the effect of promotion mix elements on attracting artists to participate in theater festivals
DOI:
https://doi.org/10.24200/jmas.vol4iss04pp39-47Abstract
Development of different types of arts, especially plays, is one of the important aspects of cultural development of human society. But why is it that despite the increase in the number of graduates, students, institutions and art centers and despite the high traffic of theaters, the number of artists participating in festivals is decreasing year after year? The present study aims to investigate the effect of promotion mix elements on attracting artists to participate in theater festivals and rank these elements. The elements are identified through review of the theoretical literature and conceptual model of the study is developed in the form of four hypotheses. Methodology: In this study, library method is used in theoretical studies and in the field study, questionnaire was distributed among 259 artists working in theater, who were randomly selected from among the population (796 artists). The study is conducted in Iran in the period of January to March, 2016. Results: Based on the analysis of collected data using Spearman and Friedman tests, it was concluded that advertisement and sales promotion, from among the promotion mix tools, had a significant effect on attracting artists to participate in theater festivals of the country, but public relations and personal selling had no significant effect on increasing artists’ attraction. Conclusion: Therefore, considering advertisements and increasing sales promotion tools are recommended to attract artists to participate in theater festivals.References
Amiri, M., & Tajzadeh Namin, A. 2013. The effect of promotion advertising methods on attracting customers of Sepah Bank in Ardabil. Qualitative studies in management. Forth year, 4: 51-63.
Constantinides, E. 2004. Influencing the online consumer's behavior, Internet Research, 14 (2):111-126.
Dibb, S, Wensley R. 2002. Segmentation Analysis For Industrial Markets: Problems Of Integrating Customer Requirements Into Operations Strategy, European Journal Of Marketing, 36 (1/2) : 210-231.
Domegan, C. 2008. Social marketing: implications for contemporary marketing practices classification scheme, Journal of Business and Industrial marketing, 23 (2): 135-141.
Esmaeilpoor, H. 2014. International Marketing Management. Tehran: Negahe Danesh.
Foroghi, A., & Zare, H. 2009. Using appropriate promotion and incentive mixes to attract faculty members. Quarterly journal of Management. Sixth year, Number 15: 126-139.
Grankvisk, A., Kollberg, K., & Person, A. 2004. Promotion Strategies for Banking Services, (Case study of Nordea in Estonia) bachelor's Thesis, Social Science and Business Administration, Lulea University,2004, http://pure.ltu.se/portal/files/
Hill, D., Piggott, R & Griffith, C. 2001. Profitability of Cremental generrie Promotion Of Australian dairy Products, Journal Of Agricultural Economic, 26: 253-266.
Hoseini kia, M. 2010. Designing an analytical model of integrated marketing communication (promotion and incentives mix) in order to attract more tourists to the tourist areas of TangeWashi and Savashi waterfall in Firoozkooh. Journal of Management. Seventh year, 20: 26-41.
Hoseini Kolkooh, A., & Habibi, R. 2015. Investigating the effect of the marketing mix on attracting tourists (case study of the historical town of Masoole). Quarterly journal of tourism space, fourth year, 15: 54-63.
Hyunjoo, O., & Kyoung-Nan, K. 2009. An exploratory study for multicjannel holiday shopping, International Journal of Retail and Distribution management, 37 (10): 867-887.
Kamali, K., & Dadkhah, M. 2014. Marketing and market management. Tehran: Shahrashub.
Kaplan, A., & Haenlein, M. 2009. The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration, European management Journal, 27: 197-212.
Kotler, P. 2000. Marketing Management (Englewood Cliffs, N.J: Prentice Hall).
Kotler, P., & Armstrong, G. 2003. Marketing Management, Pearson publications.
Kotler, P., & Armstrong, G. 2014. Principles of Marketing. Translated by Bahman Foroozandeh, Isfahan: Amookhteh publications.
Linsen, M. 1993. Cavring out Sales,Journal of Progressive Grocer, 72: 43-44.
Lusala Aliata, V. 2012. Influence of promotional strategies on Banks Performance, International Journal of Business, Humanities and Technology, 1: 169-178.
Manisha, A. 2012. Marketing communication strategies of public and private sector Banks-A comparative Analysis, IJCEM international Journal of Computational Engineering and Management, 15 (6): 16-21.
Mc Carthy, E., & Perrault, W. 2003. Basic Marketing. Jrwin Inc.
Mohamadian, M., & Aghajan, A. 2012. Pathology of ads in Iran. Tehran: Harfie publications.
Panahizadeh, F. 2013. Investigating sports marketing promotion mix effect on revenues of sport federation (Case Study: Wrestling Federation of Islamic Republic of Iran). 4: 54-78.
Pheng low, S., & Tan, M. 1995. A convergence of western marketing mix concepts and oriental strategic thinking, Marketing intelligence and planning, 13 (2): 36-46.
Samee, M. 2010. Investigating the effect of promotion as part of the service marketing mix to improve tax compliance of tax payers. 1: 24-37.
Teerling, M., & Pieterson, W. 2010. Multichannel marketing: An experiment on guiding citizens to the electronic channels, Government Information Quarterly, 27: 98-107.
