Marketing communication in the field of musical events

Abstract

Culture, where also the promotion of popular music belongs, is a part of the market. This article deals with the use of marketing communication in the field of musical events, especially of folk and country music. The article also points out that the results of effective marketing in culture should not only focus on the drawing of customers but also on building and maintaining the relationship with them. This fact is also confirmed by a survey, which was interested in the increase of audience interest especially of the young people. The survey showed that the given genre is not typical for modern youth. The festival organizers should take into account their life-styles and adapt to it by the means of traditional or new elements of communicational mix, when trying to make an impression on the new public.

New Tools for Effective Marketing Communications

“…Also, internet becomes almost the most important business method (Mallin & Finkle, 2007). Global economic structure and current IT level prepare environment, where is possible identify ways to improve online marketing, mobile marketing or social network marketing (Jánská, 2011). The main advantage of online marketing tools is accessibility of all target customers due to mobile platforms as cell phones, tablets or laptops.…”