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Please use this identifier to cite or link to this item: http://hdl.handle.net/1860/3400

Title: Targeting Female Arts Audiences Online
Authors: Leimbach, Katie
Keywords: online marketing;Philadelphia;arts organizations;female audiences;profits;strategies
Issue Date: 2008
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.
Description: Advisor: Ximena Varela
URI: http://hdl.handle.net/1860/3400
Appears in Collections:Arts Administration Theses

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