DATA ENVELOPMENT ANALYSIS – A KEY TO THE MUSEUMS’ ‘SECRET CHAMBER’ OF MARKETING?
Journal Title: Communication Today - Year 2018, Vol 9, Issue 2
Abstract
Intensive financial investments in marketing communication of museums are connected, in parallel, to their visual presentation as well as to strengthening the communication efficiency toward public. However, the unresolved question remains whether these finances are spent effectively or rather whether the communication strategy plan attracts the adequate target audience. How many visitors did react to a given campaign? Unfortunately, there is no single and definite answer on how to measure the efficiency of marketing communication in museums. The aim of the study is to use the Data Envelopment Analysis method to introduce a model for helpful assessment of the marketing communication efficiency within museums. While searching for the solution, we were inspired by the production economics, from which we chose the statistical method of Data Envelopment Analysis. This allowed us to evaluate the efficiency of production units and also to identify inefficiencies. In the public and non-profit sector, this methodological approach appears very rarely, and according to our findings, it has not been applied yet in the museum sphere in Slovakia.
Authors and Affiliations
Michal Lukáč, Jarolav Mihálik
Keywords
Related Articles
- EP ID EP414712
- DOI -
- Views 110
- Downloads 0
THE BIRTH OF AMERICAN ADVERTISING
The study is focused on the development of advertising in the context of social changes in the US. Its main goal is to point out how advertising reacted to some historical events and important social, economic, political...
MEDIA AND TRUTH IN THE PERSPECTIVE OF THE PRACTICE AND LIFE FORM OF THE MODERN “HOMO MEDIALIS”
The author of the article speaks about epistemological relevancy or rather correctness of media-offered contents, trying to understand the nature of media ‘truth’. She bases her viewpoint on the assumption that these qua...
NONCE WORDS IN MASS MEDIA DISCOURSE (A CASE STUDY OF TRAVEL JOURNALISM INNOVATIONS)
The English language nowadays is significantly changing, responding to the opportunities of a rapidly evolving world. The lexical level is intrinsically most liable to changes, albeit the constantly increasing number of n...
Dictionary of Selected Terms of Media Studies
used in today’s media studies and journalism. A team of authors consisting of 15 scholars was involved in creation of the dictionary; together they co-authored and processed 75 terms on 250 numbered pages. The terms refl...
TODAY
TODAY