"Local" consumption of art projects and motivation of the "local" consumers

"Local" consumption of art projects and motivation of the "local" consumers The purpose of the article. Research and analysis of consumer motivations of fine arts products, based on algorithms of marketing technologies. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of consumers of works of art who prefer to be fascinated by fine arts through the Internet, social networks, television programs, followed by the use of research results in marketing processes to promote works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivation of consumers of the market of fine arts on the Internet, television programs, and in the study of further marketing processes in the art market. The article analyzes the algorithms of marketing technologies in the analysis of motivations for "home" consumption of products of the fine arts market. The article finds that in art marketing it is relevant and necessary to study the behavior of Internet consumers of works of art, analyzing the situation of "home" consumption of works of art. In art marketing, technologies for studying and analyzing the motivations of Internet consumers of works of art in promoting an art product on the art market are gradually being developed. Analysis of the motivations of Internet consumers of art markets makes it possible to more objectively segment the participants of market relations. Conclusions. The article identifies and analyzes the model of "home" online consumption of fine arts, as well as art projects, and, accordingly, describes the segment of online consumers of works of art at home using television, the Internet, and other means of communication. It is also proved that the behavior of the "home" consumer in art marketing is determined by three mandatory components: Individual - Product - Situation. It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied Individuals who consume works of art and art projects, which in turn are Products presented in the form of printed or electronic images, and we have studied Situations of "home" consumption of works of art and art projects. Keywords: art market, marketing research, relationships of marketing, motivation of consumers of works of art, art projects, "home" consumption of works of art, behavior of consumers of art market.

Collectors as consumers of works of fine art on the art market and their motivations

The purpose of the article. Research and analysis of marketing technology algorithms by studying the motivations of collectors as consumers of fine arts products. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of collectors as consumers of works of art with the subsequent use of research results in the marketing processes of promoting works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivation of collectors as consumers in the market of fine arts and in the study of further marketing processes in the activities of collectors of works of art. The article analyzes the algorithms of marketing technologies in the analysis of motivations of collectors as consumers of the art market. The article establishes that in the marketing of fine arts it is relevant and necessary to study the behavior of collectors as consumers of works of art through the analysis of types of collectors, through the analysis of the processes of collecting works of art, through the analysis of situations of consumption of works of art. It should be noted that in the marketing of fine arts, the technologies of studying and analyzing the motivations of consumers of art markets in the promotion of works of art are purposefully and productively used. The analysis of motivations of consumers of art markets gives the chance to classify highly effective groups of consumers and admirers of works of fine arts according to their motivations. Conclusions. The article defines and analyzes the model of consumption of fine arts by Collectors, and, accordingly, describes the situations in which certain groups of individuals (consumer segments) acquire or collect works of art. It is proved that the collector's behavior in art marketing is based on three obligatory components: Individual (Collector) - Product (Work of art) - Situation (Consumption of a work of art in the art market). It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied collectors as Individuals who consume works of art, which in turn are Products presented in kind in private (or other) collections, and we have studied the situations of consumption of works of art acquired in the collection. Keywords: art market, marketing research, motivation of consumers of works of art, collectors of works of art, behavior of consumers of art market.

Purchasers of artworks on the art market and their motivations

The purpose of the article. Research and analysis of marketing technology algorithms and study of motivations of purchasers of products of fine arts. The methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of purchasers of works of fine art and further research of marketing processes in the promotion of works of fine art in the art market. The scientific novelty consists in the expansion of ideas about the motivations of purchasers of works of fine art. The article explores the marketing processes in the art market. Algorithms of marketing technologies in the analysis of motivations of purchasers of works of fine arts are analyzed. That is, the article proves that in art marketing it is relevant and necessary to regularly study the algorithms of the behavior of purchasers of works of art, as well as in general - situations in which the collector decides on the purchase of works of art. Research in the field of art market marketing gives grounds to state that artistic creativity is a field of large and small business, which should deeply study and analyze the motivations of purchasers, involving specialists in psychology, sociology, economics. It should be noted that in the marketing of fine arts the technologies of studying and analyzing the motivations of the purchasers of works of art are purposefully and productively used. Conclusions. The article analyzes the models of acquisition of works of fine art. It is also proved that the behavior of the purchaser of works of art is determined by three mandatory components: Individual - Product - Situation, on which the model of consumption and consumer behavior is based. Thus, we have studied the individuals involved in the acquisition of works of art that are products on the market, presented in kind in museums or private collections. The success of art marketing depends not only on the personality of the artist who created the product presented on the market, not only on the solvency of the final purchaser of this product but also on the personality, creative and business qualities of dealers, distributors, and other intermediaries in the art market. At a certain stage, they also become purchasers of this product on the way from the artist to the final buyer - a museum or a private collector, etc. We also explored market algorithms for acquiring works of art in a collection.

Segmentation of art market in the fine art’ marketing

The purpose of the article. Research and analysis of marketing technology algorithms by means of market segmentation in fine arts marketing. The methodology of the study is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the processes of segmentation of the fine arts market with the subsequent use of research results in the marketing processes of promoting works of art from artist to consumer. The scientific novelty consists in expanding the notions about the technology of segmentation of the art market. The article analyzes the algorithms of marketing technologies in the segmentation of the fine arts market. It should be noted that in the marketing of fine arts the technologies of segmentation of art markets and technologies of the positioning of works of art are purposefully and productively used. The segmentation of art markets enables to highly efficient identify and systematize groups of consumers and admirers of works of fine art in accordance with their goals and motivations. The main purpose of the article: analysis of the specifics of the implementation of classical marketing technologies (marketing researches, segmentation of art markets) in the marketing of fine arts. Conclusions. The analysis of the problems of using traditional marketing technologies in art marketing carried out in the article gives grounds to state that such technologies are used in the art market, but they differ significantly from other market areas. It should be noted that the technology of market segmentation is actively used in the art market in works of museums, galleries, auctions. The technology of market segmentation allows regulating the processes of appearance and satisfaction of demand for works of art and their implementation.

Marketing researches and promotion works of art in the fine art’s marketing

The purpose of the article. Research and analysis of marketing technology algorithms by means of market segmentation in fine arts marketing. The methodology of the study is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the processes of segmentation of the fine arts market with the subsequent use of research results in the marketing processes of promoting works of art from artist to consumer. The scientific novelty consists in expanding the notions about the research of marketing processes in the art market. The article establishes that in the second half of the XX century - at the beginning of the XXI century in the art market very actively and effectively were used and are used marketing models and technologies. But professional scientific activity, scientific researches in the field of art market marketing have been conducted and are conducted insufficiently. Therefore, it can be stated that artistic creativity is the area of meticulous attention of large, small, and medium-sized businesses, which, in turn, created the art market, but still has not attracted specialists in this field of sociological, economic, marketing sciences. Scientific, research work on the positioning of works of art aims to determine the main market qualities of works of art, their recognizability for further promotion of works in the markets using advertising and other marketing mechanisms. The main purpose of the article: analysis of the specifics of the realization of classical marketing technologies (marketing researches, positioning of works of fine art) in the marketing of fine arts. Conclusions. The analysis of the problems of using traditional marketing technologies in art marketing carried out in the article gives grounds to state that such technologies are used in the art market, but they differ significantly from other market areas. Besides, due regard should be paid to the effectiveness of marketing technologies in the art market. Note that such traditional marketing technology as marketing researches is insufficiently used in the marketing of fine arts. Technology deserves special attention in art marketing. The technology of positioning works of art and artists deserves special attention in art marketing. The positioning of works of art in the implementation of the marketing approach allows the market to implement such strategies to meet the demand for works of art as: negative demand, lack of demand, latent demand, declining demand, irregular demand, full demand, excessive demand, unwanted demand.

Poetry and its Audience in the Digital Age

The study assesses the influence that new technologies, relative to the poetic content and poetry as art, have on the field of public relations. The main trends in the development of modern poetry as an object of online promotion, the ties connecting the digital format as such to this specific genre and the methods of modern media promotion are concerned as the key research areas. Digital technologies have produced profound changes in society and in the sphere of media. The impact of online tools and infrastructure both on poetry itself and for the methods on its promotion is also relevant. One should note, the digital reality does not necessarily require the flattening of style, the dominance of prose — poetry remains viable. Moreover, in the era of digital devices and the growing dominance of web technologies, poetry acquires new meaning and significance both as an art form and as a traditional need, which can be attributed to the domain of the spiritual. The adaptation to the digital reality shapes poetry in several aspects. This trend is reinforced by the development of traditional poetry as a type of multimedia content and the proliferation of poetry in social networks. The promotion of poetry has received little attention in both Russian and international academic contexts. PR in poetry is usually examined in broader or related frameworks, such as art marketing or publishing. This approach disregards the specificity of poetry as an art form. The available data lacks consistency, and the overwhelming majority of the relevant articles relate to popular science and journalism, not scientific literature. The analysis shows that in the modern age, poetry is pivoting on new platforms, online, while poetic content is actively integrating with the multimedia format. Poetry is able to address themes and ideas that resonate within new generations, thus remaining alive and proliferating. This finds proof in the context of online texts: they acquire the status of media which integrate traditional art patterns with the commercialized and blog-oriented digital art forms and industries (visual arts, music, etc.). This process manifests itself in the growing popularity of poetry among the youth, digitally. New methods of monetizing poetry are emerging, thus increasing the attractiveness of a poetic career.

Specifics of sponsorship as a technology of ensuring access of population to works in art marketing

The purpose of the article is to investigate the mechanisms of sponsorship in the marketing of art in the art market in order to expand the opportunities for the population to visit institutions and events in the field of culture and art, where works of fine art are displayed. It is determined that in the field of fine arts sponsorship has certain features, because the sponsor provides assistance, strengthening its image, receiving advertising and PR. In addition, the desire of sponsors to make their own demands on the content and conditions of placement and demonstration of art collections is becoming a trend. The research methodology is to apply empirical and comparative methods. This approach allows us to reveal and analyze the possibility of applying the specifics of sponsorship as a technology to ensure public access to works of art in art marketing. The scientific novelty of the article is to identify marketing mechanisms that make it possible to make sponsorship in the field of fine arts comprehensively justified, regulated, fair and legal. Conclusions. We analyzed the conditions and opportunities for sponsorship, as well as opportunities for broad sections of the population to access works of art in Ukraine and other countries. It should be noted that there is a tendency in the world to "settle" famous works of art in private collections, to which only a limited number of spectators have access. Collections of state museums remain freely available to the general public, most of whom do not now have the opportunity to purchase very expensive works of art at auctions and galleries. Sponsorship in the field of art has its own specifics, because often the sponsor often not only demonstrates his help to museums, strengthening his image, reputation, but also tries to "dictate" museums and galleries their requirements for organizing museum exhibitions, the sequence of acquisition of new works in museum collections. Marketing technologies allow to regulate the work between sponsors and cultural institutions, to make this cooperation reasonable and fair. According to the experience of the countries of the world, the most effective type of "cultural economy" depending on the mechanisms of financing culture and art can be called "Anglo-American" type, where financing is carried out by attracting private capital, including tax benefits.