I believe that the meaning which defines the relationship between the attender (consumer) and the venue is constructed by the attender, in partnership with the marketer. The meaning emerges from the interplay between the text (the brand, marketing and promotional activity) and the desires, beliefs and attitudes of the audience member.
The next few posts will describe the process whereby arts marketers can:
Use the schemata of brand to build interactive relationships with attenders which are highly personalised.
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