Marketing of Art Products

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The sale of arts products could be studied and analysed within the context of marketing as done for any other product. This discussion would focus on whether marketing of arts and art related products could be different from marketing of other regular consumer goods.


This analysis focuses on the various aspects of arts marketing and evaluates whether the different conduits for arts sales could be considered as efficient in their sales and marketing approach.

The sales outlets for marketing of art products largely depend on direct consumers, festival or exhibition visitors and also on sponsors. Olkonnen et al (2000) argue that there is little or no academic interest or research studies on the phenomenon of commercial sponsorship on arts, sports and media events. Sponsorship as a study of marketing management is largely defined by marketing mix and mass communication and Olkonnen et al claim that sponsorship could be better defined by applying the approach towards networking and interaction. Networking in marketing of arts focuses on understanding the dynamics of sponsorship as a method of networks and relationships and also interpersonal communication rather than sponsorship as a measure of effects on the audience or consumers.

The art festival is one of the major marketing tools through which a large number of art enthusiasts could be assembled to focus on both the academic and the commercial aspects of art. Waterman (1998) writes that despite the prominence and ubiquity of such art festivals these festivals have not been studied or researched to an appropriate degree. ...
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