Creating Demand in Cultural and Leisure Activities by Means of Advertisement
With the development of market economy, cultural and leisure spheres should not only choose, but also forecast promising directions of their development. The mechanisms of this prediction have a complex structure associated with the main line of cultural policy. Since setting the objectives of cultural and leisure activities is related to the organization of leisure for socially important purposes, so the need to carry out skilled work on the formation of the current demand for this type of free time activities is obvious today. The issue of qualiﬁed promotion of cultural product today is quite problematic. One of the reasons (and this is a question of marketing) is the lack of demanded cultural product aimed at the satisfaction and development of cultural needs and interests of the individual. The second reason is related to the lack of understanding (and often ignorance) of technologies to effectively promote this type of product, which embodies the speciﬁcs of the industry of cultural and leisure activities, which, in turn, demonstrates humanistic, cultural and developmental nature. A critical role in the effective implementation of the idea of forming the actual demand for cultural leisure belongs to different informative and persuasive promotion technologies. Modern advertising is not only a reﬂection of the society culture, but also the ability to participate signiﬁcantly in the formation of this culture, including the culture of consumption. Advertisement promotes socialization through broadcasting of images and standards using the mechanisms of mass communication, in which the society applies technological methods of producing social values. The professional approach to promotion of the product of cultural and leisure activities and the approach to its customer as an individual leads to the realization of the need to use new communication technologies (advertising, PR, etc.) They can meet the demands of modern society and also: 1) form the current demand for this type of cultural production; 2) create new needs of the individual, affecting and determining the spiritual and cultural life of society.