ABSTRACT
Promotion is the element of the marketing mix that communicates the benefits of what is on offer to the target audience. By its very nature it is the most visible aspect of marketing activity. It plays an extremely important part in arts marketing strategy, especially where the aim is to reach not only existing arts customers, but also to arouse the interest of new audiences. The costs of such activity need to be carefully weighed. Arts marketing presents them in an especially problematic way because of its frequently ‘missionary’ intentions on invariably slender resources.
