Abstract
ABSTRACT As funds for nonprofit theatrical groups continue to dwindle, effective and efficient marketing strategies become even more critical. This paper investigates whether different consumer groups perceive different theatrical dimensions as more important in deciding whether or not to attend a local theatrical production. Data was collected from attendees of a musical production presented by a community theater group. Results suggest that distinct demographic segments find different tangible elements of the performance to be more or less important. The results have implications for community theater groups and other nonprofit arts organizations. Practical suggestions are made for enhancing the effectiveness of community theater marketing programs.
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