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Actual Instruments of the Promotion of Art Museums in Russia

Student: Elizaveta Maltseva

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Modern realities force museums not only to work on the quality of exhibitions, but also create full-scale PR campaigns for them and use promotion formats that are unusual for the audience. The relevance of this research work lies in the fact that small art museums have to remain relevant and attractive to visitors and struggle with larger and more popular museums, as well as other leisure institutions for visitors' free time, so they are faced with the task of finding and using non-standard communication formats with the audience. This research paper examines non-standard tools for promoting small museums, analyzes the experience and formats for promoting large museums and small museums in Russia.

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