Marketing Fundamentals
The 4 Ps of the marketing mix.
What are Product, Price, Place, Promotion
The definition of segmentation.
What is dividing the total market into smaller groups with shared traits
What you study if you study “consumer behaviour”.
What is: The study of how individuals make purchasing and attendance decisions.
The purpose of a marketing plan.
What is: To organize, guide, and measure marketing activity
The definition of the term "brand".
What is: The perception of an organization or product in the public’s mind.
An example of a product in arts marketing.
What is: The cultural offering/experience (e.g., an exhibition, concert, festival event, workshop).
The four main types of segmentation.
What are Demographic, Geographic, Psychographic, Behavioural
The five stages of the consumer decision-making process.
What are: Need recognition, information search, evaluation of alternatives, purchase, post-purchase
Two key components of a marketing plan according to Colbert.
What are any two of the following: Situation analysis, objectives, strategies, tactics, evaluation
The definition of “brand identity”.
What is: The visual, verbal, and emotional presentation of a brand (logo, tone, message).
The extra 3 Ps used in arts marketing.
What are: People (staff/volunteers), Process (how service is delivered), Physical Evidence (tangible cues like signage, lobby, website look).
The difference between a segment and a target audience.
What is: A segment is a broad group; a target audience is the chosen group you aim to reach
An example of a situational variable that might influence an arts patron’s decision to attend an event.
What could be one of the following: weather, transportation access, or event timing.
The three criteria of an effective promotional message (the BED test).
What are Believability, Exclusivity, Desirability.
An example of an arts organization with a strong brand & why it’s effective.
What is: Mitchell Art Gallery has a consistent and contemporary aesthetic that is aligned with its mission.
An example of how the 4 Ps (Product, Price, Place, Promotion) work together to create value for audiences in the arts.
What is: The 4 Ps interact to shape the audience’s experience. Example: Product = concert; Price = student discount; Place = campus venue; Promotion = social-media storytelling. Together, they enhance accessibility and perceived value.
An example of how an arts organization might segment audiences geographically.
What is: focusing promotions on Edmonton residents within 10 km of Allard Hall
What “involvement” means in consumer behaviour, and why it matters.
What is: Involvement = level of personal relevance; higher involvement leads to stronger engagement.
The 4 key promotional tools.
What are: Sales Promotions, Public Relations (PR), Advertising, Direct Marketing.
The difference between institutional branding & product branding.
What is: Institutional = organization’s identity; Product = identity for a single event or program
According to Colbert this is one strategy an organization can use to achieve the balance between artistic vision and audience demand when marketing an artistic product.
What is: Programming audience-informed seasons while keeping core artistic values intact; or using audience feedback to adapt marketing language without altering artistic integrity.
An explanation of how psychographic segmentation can help an arts organization attract new audiences.
What is: Understanding values, attitudes, and lifestyles helps tailor experiences that resonate emotionally
How perceived risk (social, financial, or psychological) may affect arts participation.
What is: Example: Social risk—fear of being judged for attending a modern art show; Financial risk—ticket cost
A description of how an arts org could use 1 promotional tool to reach a target audience.
Using PR to promote local artists in media to attract target audiences (e.g., families, local residents).
One way an arts organization can create emotional connection through branding.
What is (1 of the following): storytelling, consistent visuals, authentic representation of values.