Creating Demand in Cultural and Leisure Activities by Means of Advertisement

With the development of market economy, cultural and leisure spheres should not only choose, but also \nforecast promising directions of their development. The mechanisms of this prediction have a complex \nstructure associated with the main line of cultural policy. Since setting the objectives of cultural and \nleisure activities is related to the organization of leisure for socially important purposes, so the need \nto carry out skilled work on the formation of the current demand for this type of free time activities is \nobvious today. The issue of qualified promotion of cultural product today is quite problematic. One of \nthe reasons (and this is a question of marketing) is the lack of demanded cultural product aimed at the \nsatisfaction and development of cultural needs and interests of the individual. The second reason is \nrelated to the lack of understanding (and often ignorance) of technologies to effectively promote this \ntype of product, which embodies the specifics of the industry of cultural and leisure activities, which, \nin turn, demonstrates humanistic, cultural and developmental nature. A critical role in the effective \nimplementation of the idea of forming the actual demand for cultural leisure belongs to different \ninformative and persuasive promotion technologies. Modern advertising is not only a reflection of the \nsociety culture, but also the ability to participate significantly in the formation of this culture, including \nthe culture of consumption. Advertisement promotes socialization through broadcasting of images and \nstandards using the mechanisms of mass communication, in which the society applies technological \nmethods of producing social values. The professional approach to promotion of the product of cultural \nand leisure activities and the approach to its customer as an individual leads to the realization of the \nneed to use new communication technologies (advertising, PR, etc.) They can meet the demands of \nmodern society and also: 1) form the current demand for this type of cultural production; 2) create new \nneeds of the individual, affecting and determining the spiritual and cultural life of society

Advertising · Business · Social and Behavioral Studies · Marketing