Open AccessAdvertisement and Its Effect on attracting Artists to Participate in Theater Festivals
Author(s) -
Leila Haghsetan,
Afsaneh Malkami,
Leila Farjoo
Publication year - 2019
Publication title -
journal of management and accounting studies
Language(s) - English
Resource type - Journals
ISSN - 2693-8448
DOI - 10.24200/jmas.vol4iss04pp54-60
Subject(s) - advertising , promotion (chess) , order (exchange) , rank (graph theory) , population , business , marketing , political science , sociology , demography , mathematics , finance , combinatorics , politics , law
Executive organizations and committees usually use promotional activities to attract more artists to theater festivals; however, some organizations believe that advertising is just waste of capital. Therefore, the present study aims to investigate the effect of advertising on attracting artists to participate in theater festivals of the country and rank these advertisings. Methodology: In this research, library method is used in theoretical studies, and in field studies, a questionnaire was distributed among 259 active artists in theater field who were randomly selected from among statistical population (796 artists). The research was done in Iran in the time period of January to March 2016. Results: According to the analysis of the collected data using Spearman and Friedman tests, the effect of advertising, a subset of promotion mix tools, on attracting artists to theater festivals was proved. Conclusion: Therefore, it is suggested to pay due attention to advertising and make investments on it in order to attract artists to theater festivals.