Markedsføring av kulturtilbud til de unge. En holdningsundersøkelse av de unges assosiasjoner knyttet til ulike kulturtilbud

Master´s thesis in Social Communation (KOM501) This master’s thesis discusses how marketers in non-profit cultural institutions can market cultural goods to those under the age of 30. This thesis use strategies in the marketing field to understand the target groups under the age of 30, and based on this knowledge the paper develops guidelines for content marketing. In order to identify premises for communication practises in the cultural sector, this thesis evaluates young people’s preferred cultural experiences, their associations with different types of hedonic products, and the types of content and channels that influence their product choice. This thesis illustrates how marketers can us…