Marketing art and integrated marketing communications (advertising, stimulation of object, please re- leases)

Abstract

The purpose of the article is to consider the problem of using the integrated marketing communications sys-tem (IMC) and its individual components in art marketing, analyzing the specifics of some specific IMC systems used in art marketing. The methodology consists in the application of communication technologies and methods of IMC, are actively used in the marketing of art, and the use of sales promotion methods (auctions, art fairs), public relations tech- nologies (organization of PR campaigns, direct broadcasting, event marketing, cross-promotion) and others. The scien- tific novelty of the work lies in the identification of technologies for the marketing of art related to the functioning of integrated marketing communications, namely, advertising, sales promotion and highlight in the process of promotion in the art markets of art works. The analysis of the main functions of integrated marketing communications (IMC) was carried out, and their features were determined for applying art to marketing in promoting the images and brands of artists and their works on the art market. Conclusions. The analysis of the IMC led to the conclusion that the three main components of IMC - advertising, promotion, marketing, public relations are relevant in the marketing of art, among which public relations is a priority on the art market for the promotion of works of art. When using the IMC in the mar- keting of art, such special technologies of sales promotion and PR as auctions, art fairs, non-media broadcasting, event marketing, cross-promotion are used. These technologies, as well as branding and image making, ensure the active and effective functioning of the art market.