With the rise of the musical theatre as a genre within the theatrical performances in Slovenia, it was also interesting to monitor marketing activities and the use of marketing communication tools. The subject of the research was intended for just that purpose; I researched which marketing communication tools are used the most and whether it is sustainable for producers to focus more on publicity and not so much on the use of other marketing communication tools.
The theoretical part of my diploma thesis includes a description of the musical theatre, audiences who attend the performances, the advertising communication processes in this area. To counterbalance I also presented marketing practices and public relations practices of Broadway and West End performances. I also described the theatre’s marketing mix. The empirical part includes the methodology and analysis of data obtained through interviews of producers of independent productions. I conclude the diploma with findings and a conclusion that explain the questions asked.
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