Thesis
Targeting female arts audiences online
Master of Science (M.S.), Drexel University
26 Nov 2008
DOI:
https://doi.org/10.17918/etd-3400
Abstract
This study explores what online marketing strategies best target women, and evaluates how well a sample of 34 nonprofit arts organizations in Greater Philadelphia are marketing to women with their websites. With declining audiences and increasing funding competition, it is critical for arts organizations to target the most profitable segments. Since women make the majority of all buying decisions, and participate in more arts activities, it is paramount for arts organizations to implement strategies to reach them. While the samples utilized these online strategies to a degree, most are not meeting the wants and needs of the female consumer.
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Details
- Title
- Targeting female arts audiences online
- Creators
- Katie Leimbach - DU
- Contributors
- Ximena Varela (Advisor) - DU
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 3400; 991014632596104721