Social, personal, and psychological factors influence audience’s decision to consume art products through attendance and resultant decisions emerge from specific decision-making units that are initiators, influencers, deciders, buyers, and attendees. Market targeting plays an important role in capturing audience and involves segmentation that focuses on size and accessibility and segmentation is based such as geographical, demographic, psychographic, and behavioural factors. These are used to identify segments that are then targeted for audience development (Hill, O’Sullivan Terry, and O’Sullivan Catherine, 2012 p. 37- 62).
The article is informative on audience of art, type of audience, significance of the various types of audience, and audience development for realization of objectives of art. Its organization into sections, which specialize in the subtopics, facilitates understanding of the discussed concepts and possible application by artists and their marketers for successful art creation and realization of value in art. Discussion on market segmentation and market targeting, for example, is significant to audience development that targets the customer audience and can enable revenue generations for further art creation. Use of case studies and questions also aids understanding of the article that is also reliable because of its reliance on other sources.
The author begins by offering an overview of key points in the article, which are new economy, tasks of marketing, concepts, and tools of marketing, companies’ orientation at the market place, and companies and marketers’ response to new challenges. The authors describe the new economy by capacities that consumers and companies have today that were not available in earlier markets. Contemporary consumers, according to the authors, have greater buying power, differentiated products, more information, ...Show more