Cinemateket - et projekt om ekstern kommunikation

Daniel Pilpel Kirchhoff, Thomas Holmboe Bang, Martin Thenning Hansen, Steffen Nyboe McGhie, Kristine Halken Sørensen, Stina Bach Nielsen & Nicoline Kjelbjerg Kristensen

Student thesis: Termpaper

Abstract

Our focus in this project is defining the target audience of the Cinemateque. Furthermore we have looked at their communication strategy, in order to give advice on ways in which they can optimize their marketing. Using the theories of Jan Krag Jacobsen and Preben Sepstrup amongst others, we can conclude that a company must aim their marketing activities towards carefully specified target audiences. We have chosen Henrik Dahl's segmentation model to define their target audience, and have found them to be what he calls the green segment. We believe that the Cinemateque could optimize their marketing towards this specific audience by distributing their programme to other cultural institutions, shops etc., and by modifying their newspaper adds and interior design.

EducationsBasic - Bachelor Study Programme in Humanities, (Bachelor Programme) Basic
LanguageDanish
Publication date19 Jun 2007

Keywords

  • biograf
  • markedsføring
  • sepstrup
  • kommunikationsstrategi
  • film
  • jacobsen
  • dahl
  • kultur
  • cinemateket
  • segment
  • minerva
  • spørgeskema
  • målgruppe
  • kommunikation