Abstract
What strategies do museums employ to tailor their advertising efforts to appeal to demographics and effectively attract their desired audiences? Museum advertisements are catered selectively to generations to attract their target audiences effectively. The museum’s purpose is to bring the past to life through rich historical exhibits that inspire creative, immersive learning and promote educational activities. However, without people to engage with the compelling pieces, there would be no appreciation for the artifacts. The most important goal is to identify the appropriate demographic, who they are truly attracting, whether it be younger or older individuals. For example, although children’s museums are designed to appeal to kids, it is their parents or guardians who have access to the various avenues of marketing reach. The audience presented would be the parents or guardians of the child who have been conditioned to know what will appeal to their child. In comparison, more mature museums, such as art or historical exhibitions, target an older audience through their style of publicity. The two distinct types of museums aim for different audiences through dissimilar approaches. Advertising is, therefore, primarily directed towards young and older adults, with the key difference lying in the appeal of the advertisements. The appeal varies across generations but ultimately depends on who takes action. Through this workshop, individuals will be introduced to the distinctive methods of advertising in museums, the communication dynamic in museum marketing, and the promotional approaches of museums regarding the varying ages of visitors through interactive slides and examples.
Presenters
Alyssa NicholsStudent, BA Communication Studies, Evangel University, Missouri, United States Chloe Martino
Student, Strategic Communications , Evangel University , Missouri, United States
Details
Presentation Type
Theme
KEYWORDS
MUSEUM ADVERTISING, GENERATIONAL PREFERENCES, AUDIENCE ENGAGEMENT, DISCOVERY, MARKETING, COMMUNICATION THEORIES
