Theatrical Event and Alternative Advertising in the Romanian Theater

Abstract

Abstract 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.