The McIntosh Gallery, a not-for-profit organization, faces a marketing problem. The volunteer promotion director has the task of finding ways to increase awareness and attendance to the Gallery within a very tight promotional budget. A limited amount of market research and related information should help students to come to their recommendations for the future.
The objectives of this case are to: encourage insightful audience analysis using market research information; develop a communications program within a limited budget; explore arts marketing issues.
Arts, Entertainment, Sports and Recreation
Canada, Small, 1993
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