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Transformation of Museum Communication: Actual Formats of Promotion of Art Museums

Student: Polina Kalashnikova

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 10

Year of Graduation: 2017

This graduation qualification work is devoted to research of art museums actual promoting formats for new audiences. This research considers main features of museum business formation and development, analyzes existing formats of promoting museums for new audiences, studies Moscow museums’ audience’s wishes, preferences and knowledge about museums’ activities, develops recommendations for using actual promoting formats to attract new audience. This research considers and analyzes four collaborations of museums with not museum institutions - a joint project of the Tretyakov Gallery and the "Sports Section", an annual city event "Night at the Museum", a collaboration of the Moscow Metro and the Tretyakov Gallery, a project of Pushkin Museum and the department store "Tsvetnoy" .

Full text (added May 14, 2017)

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