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The Peculiarities of Communication Strategies Aimed at Attracting Audience to Cultural Projects

Student: Eseniia Asadullina

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This study examines the peculiarities of communication strategies for cultural organisations. The methods that were used in order to achieve the goal of the study include the analysis of communication activities of modern cultural brands and a series of in-depth interviews with potential audiences — rare users of cultural initiatives. It was found that the audience of rare users includes people that consume conspicuously. The results of the research include findings on how the process of decision-making is done for the rare users, the factors that are needed to be considered in order to build efficient communication between a cultural institution and new audiences and recommendations on building a communication strategy for cultural institutions are given.

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