"Performing arts meet a wide range of audience needs. Some spectators make the decision to participate because they are interested in the program, while others are attracted by the interpretive qualities or by famous artists. The decision on the characteristics of the artistic product delivered to the public involves solving a dilemma between its artistic and commercial dimension, between the resources and the available budget and the aspirations of the directors. The distinction between entertainment and art is not always very rigid. There is a preconception about an art show that could be perceived as boring and inaccessible to the uncultivated public. The main purpose of the research is to analyze the public's perception of the elements of the marketing mix for the artistic product in the performing arts. Descriptive research was conducted through the questionnaire-based interview. Consumers are more inclined to seek to satisfy an emotional need by consuming artistic products or to learn something new, diversifying their level of education. Keywords: extended marketing mix, performing arts, stage arts audience, spectators’ perceptions JEL classification: M31, L89. "
Stage arts marketing and artistic marketing are new and under development concepts. They appeared as a result of the need for development and modern approach in order for the artistic products to survive on a competitive and dynamic XXI century market. This paper aims at presenting and discussing one of the most practical measures that can be applied in order to ensure the domain's future evolution: the social media marketing approach in order to create and attract new artistic market segments. The article includes a market research comparing stage arts attenders that were targeted in an online social media campaign with the attenders that came from offline different sources. The paper concludes with extracting a separate profile on the two categories, the differences and similarities between them and, most importantly, observations and opportunities to be considered in future researches.
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