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.
|Educations||Basic - Bachelor Study Programme in Humanities, (Bachelor Programme) Basic|
|Publication date||19 Jun 2007|