ABSTRACT
Marketing and promoting your museum and its services to the public requires careful consideration. Your market analysis and research will have identified a variety of audiences for the museum, and you will have developed services to meet the needs of your target market segments. How do you reach them, and reach them effectively and efficiently, ensuring value for money? Paid advertising, whatever media you use, means that the museum is in charge of what it wants to say and how it wants to say it. Free editorial copy in a newspaper or news coverage on the radio or television can be helpful, but it is also selective and others are in control of editing and presentation.
