The Marketing of Art

The Marketing of Art Part 1: Target Market and Competition When determining a target market a marketer must first research their product and the consumers who purchase the product, then decide what type of consumer would the marketer prefer to attract to the product they are marketing (Guille, n. d. ). The product that was chosen for this class was Art. To determine our particular target market we must get to know our product. Britannica Encyclopedia defines art as, â€Å"the use of skill and imagination in the creation of aesthetic objects, environments, or experiences that can be shared with others† (Britannica Online, 2011). Choosing a target market in which to promote our product is quite a difficult task since art is not a commodity that is normally regulated. Although the demographics of individuals who buy art are categorized into five types: †¢Collector – this type buys art simply for the love of the piece that is purchased. †¢Investor – this type buys art in hopes of earning a profit. †¢Decorator – this type uses art as a way to fill and empty space. †¢Believer – this individual believes that the particular piece that is purchased has a significant meaning or story attached to it and buys art just for the love of art. Money burner – this type is an individual who buys art for a status symbol or because they can afford to do so. To find our target market we will digest the framework of art. Art is usually placed in a particular space for a long period of time and the purchaser will most likely own the home that the artwork is located in (Genn, 2 004). Art is not a cheap investment, in 2009 while the Lehman Brother’s was declaring bankruptcy, Sotheby’s made $200 million in London at an art auction, so our target market would have to be able to afford the pieces. Also to determine your target market a marketer needs to understand why a consumer purchases products or services. A consumer purchases a product or service for three main reasons; to satisfy a need, to solve a problem, or to make themselves feel good. The marketer must know the demographics of their area. In Tucson, Arizona the largest art purchasers are over the age of 50, the demographics of Tucson show that the 50+ populations makes up 22. 1% of the total population. Americans over the age of 50 own more homes and enjoy more then $900 billion in income as compared to the younger populations (U. S. Census Bureau, 2011). According to Business Week Magazine the 50+ generation or more likely to buy online products and 42% over the age of 65 have made online purchases. The senior generation is the most overlooked target market in the advertising sector, even though 41% of them purchase more products then any other target market category (Kaiser, n. d. ). The next step in marketing is to identify your competitor’s, and currently there are nine top art houses that operate online as well as international (ArtBusiness. com, n. d. ). Sotheby’s and Christie’s are among the most well known in the art world. The main advantage that these art houses have over James’ Art Showroom is the name. People recognize and trust these dealers since they have been in business for a long time and have a great reputation. Christie’s is still a privately owned company and therefore the financial information is unavailable. However, many art brokers have projected that 2011 will be a profitable year for the auction house. Sotheby’s is a publicly traded company and their financial information is available on their website for potential investor’s to read. In 2009 Sotheby’s show revenue of $484,958 and in 2010 of $774,309, this is an increase of 59. 7% (Sotheby’s, 2011). The expected revenue projections have Sotheby’s increasing the profit margin by at least 32. 7% in 2011 end of the year calculations. For James’ Art Showroom to exceed the consumer expectations, the company due to the fact that it is smaller it will be able to provide a more personal art buying experience as well as provide a chance for upcoming artist to acquire a name for himself or herself within the Art world. Part 2: Integrated Marketing Communication Plan The integrated marketing communication plan is a combination of all the company’s plans and goals combined into one format. The integrated marketing communications plan should contain the same theme throughout, such as if the business plans on producing an advertising theme then the theme should be the same for the website and any print advertisements. This is done as a way for your customers to link all the graphics and messages to the company in which you are marketing (ArtBusiness, n. . ). There are five major components in an integrated marketing communications plan: †¢Web site †¢Advertising †¢Marketing collateral †¢Online marketing †¢Trade shows/ Auctions The web site that was created for the promotion of James’ Art Showroom was simple but professional. It included contact information and links to Facebook and Twitter. The web site also gave information about the company and the reason the com pany was created. For advertising, the company would choose direct mailings to schools that are designated for artists. The company would also host regular fundraising events to introduce the local community to the artist that reside in the area. The company was started as a way to help unknown artist and art buyers connect, the company although hopes to earn a profit in the future was not started as a money generating business but merely as a vessel to help people who love creating art meet those who love purchasing and owning art. The message that the company would like to implore is a symbol of bringing individuals with common interest together. The online marketing plan is simply to get the message to the target market that the company exists. This can be done through the use of social media and e-mail list. The final step in creating an integrated marketing communication plan is to allow my customers a chance to participate in art auctions throughout the world by using my website as a connection. By working with the major auction houses, such as Sotheby’s my artist may be able to have some of their work viewed or even purchased by art dealers on the international level. Reference: ArtBusiness. com. (n. d. ). Domestic and International Art Market Sales Statistics. Retrieved on November 6, 2011, from http://www. artbusiness. com/marketdata. html Britannica Online. (2011). Retrieved on October 4, 2011, from http://www. britannica. com Genn, Robert. (2004). Art Buyers. Retrieved on October 23, 2011, from http://www. painterskeys. com/clickbacks/art-buyers. asp Guille, Marilyn. (n. d. ). How To Find And Sell To Your Target Market. Retrieved on October 23, 2011, from http://sbinfocanada. bout. com/cs/marketing/a/targetmarket. htm Kaiser, Frank. (n. d. ). Secrets Of Successfully Advertising To Seniors. Retrieved on October 23, 2011, from http://www. suddenlysenior. com/howtoadvertiseseniors. html Sotheby’s. (2011). Web site. Retrieved on November 6, 2011, from http://investor. shareholder. com/bid/index. cfm U. S. Census Bureau. (2011). Home page. Retrieved on November 6, 2011, from http://factfinder2. census. gov/faces/nav/jsf/pages/searchresults. xhtml

Literary Analysis The Lesson Essay

The predominant theme in â€Å"The Lesson† composed by Toni Cade Bambara is creating an understanding to adolescents of all the opportunities life has to offer; a lesson on social class and having a choice which society you choose to live in. Miss. Moore who takes on the responsibility to educate the young ones has intentions of more than just taking the children to the store for amusement. Miss Moore’s informal lessons are aimed at educating the neighborhood children about how their lives differ from those of rich white children, nonetheless Miss Moore wants the children to see they can live the life of the rich and high society. An essential element that adds to the depth and enhances a reader’s comprehension of â€Å"The Lesson† is the author’s use of symbolism throughout the story. Sylvia, the narrator of the story, is a born leader. She is used to being in charge of what the rest of her friends think and do. Sylvia resents the appearance of Miss Moore in her life. Miss Moore is a new kind of black woman. She has no first name but is always addressed with her title. She has â€Å"nappy hair and proper speech and no makeup†(Bambara 98). The neighbors are not quite sure how to respond to her, which is illustrated by the way Sylvia describes her as someone to laugh at, â€Å"the way we did at the junk man,† (Bambara 98) who is considered arrogant and acting above his place. Sylvia also describes Miss Moore in terms of being an unpleasant obstacle, like the winos â€Å"who cluttered up our parks and pissed on our handball walls†(Bambara 98). Clearly the author shows the extent of which Sylvia dislikes Miss Moore. Although the people in the neighborhood are unsure of Miss Moore the parents of the children allow her to take them on an outing. Miss Moore, the children’s self appointed mentor, takes it upon herself to further their education during the summer months. She feels this is her civic duty because she is educated. She used F. A. O. Schwarz, a very expensive toy store, to teach them a lesson and inspire them to strive for success and attempt to better themselves and their situations. The extreme differences between the children’s neighborhood and the neighborhood of the toy store are first illustrated by the fact that the white people on Fifth Avenue wear furs and stockings even on a hot summer’s day. Then we check out that we on Fifth Avenue and everybody dressed up in stockings. One lady in a fur coat, hot as it is†(Bambara 99). The children are thrown off balance in this neighborhood, as if it were a foreign country where even the approach to temperature is different. To Miss Moore, education is the key to more money and improved social conditions. To Sylvia, being educated means seeing things as they are. Sylvia and Miss Moore both have a considerable amount of pride. Sylvia thinks Miss Moore shows disrespect when she describes their neighborhood as a slum and their families as poor. Bambara has indicated that Sylvia’s family is striving for better conditions through the mention of the piano rental. Miss Moore views the children’s acceptance of their economic condition as ignorance and their ignorance as disrespect for their race. Miss Moore wants to change this attitude and encourages the children to demand more from the society that keeps them down. By the end of the story, both of these characters have made their points. Sylvia realizes that she feels in competition not only with Miss Moore, but also with her good friend Sugar, who is ready to slide back into their usual behavior after having had some surprising insights about the day. Rather than accompany Sugar, Sylvia decides to go her own way and makes a promise to herself that no one will get ahead of her in the future. Miss Moore’s character, with her emphasis on education, is the symbol of one way to fight the usual, fatalistic acceptance of economic conditions by the poor â€Å"The Lesson† is a wonderful work of fiction because of its use of language, humanistic theme, and symbolism.

The Problem Of Social Cost - 925 Words

In 1960 Ronald Coase published an essay called, â€Å"The Problem of Social Cost†. In this essay he discussed many things that have made it one of the most quoted essays in economic and law arguments. However, the main reason for this popularity was his proposition of a theory that has since been called the Coase Theorem which states that â€Å"if trade in an externality is possible and there are no transaction cost, bargaining will lead to an efficient outcome regardless of the initial allocation of property rights.† If someone has never heard or studied economics before they would probably very confused by that statement, so the best way to explain this concept is through an example. To start off, we can look at Professor Sean Mullholland’s example from his video on negative externality and Coase Theorem. In the video he uses the example of a farm owner and fishermen who represent the actual fishermen, the land owners, and the recreationist. Now the far m owner’s farm is on a stream which flows into a lake which the fishermen use. When the farmer is planting his crops he has to use a fertilizer that doesn’t fully stay on the land and some of it flows into the stream thus flowing into the lake. With all of the excess fertilizer in the lake a large amount of the fish population is exposed to the fertilizer which has chemicals that will kill them. This causes a very big and obvious problem for the fishermen, so then there are two routes that this can go down. One route isShow MoreRelatedThe Problem Of Social Cost1117 Words   |  5 PagesThe Problem of Social Cost The Problem of Social Cost by R.H. Coast is an article examining the economic problem of externalities. The example of externality is a firm’s smoke imposed negative effects on neighbor properties. 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It is undisputable that the implementation of particular tasks by the state turns out indispensable for the functioning of society, however, in terms of market existence the underlying advantages, to be discussedRead MoreCase Management : An Effective Component Of Health And Behavioral Health Service Delivery1137 Words   |  5 Pagescreating a rivalry between the professions. Social workers, nurses, and certified case managers are all uniquely qualified for the task and bring their own strengths to the work (Dziegielewski, 2013, p. 314). In this fragmented and competitive environment, social workers must advocate for their unique abilities to provide case management services that are guided by ecological and s ystems theories. Candyce S. Berger, PhD a professor and director of social work at the University of Texas El Paso discusses

Del Rey s Musical Style - 978 Words

Launching her start at local clubs around New York in her early adult years, Lana Del Rey began to make a name for herself. Born as Elizabeth Grant, she initially jumped around from many nicknames, such as May Jailer and Sparkle Jump Rope Queen, before settling on Lana Del Rey, which she chose because it reminded her of the coast of Florida. Highly influenced by artists from all genres, like Eminem, Bruce Springsteen, and Nancy Sinatra, Del Rey gains inspiration and incorporates her own sultry, seductive style through songs that effectively match with the characteristics of the indie pop genre. She conveniently fits into this genre largely due to her persona and her musical style. Del Rey’s musical style maintains a certain distinctiveness that brings life to the indie pop genre. Her songs habitually follow consistent themes, such as her infatuation with summer, her adoration of the ‘Lolita’ image, and her Americana pride. The genre itself is essentially comprise d of pop mixed with a relaxed and mysterious feel. â€Å"Indie† music is music that has a rare and distinguishing composition, while â€Å"pop† typically implies catchiness or comfortable listening. Also, it is typical for instruments to back the soft beats patented within the genre. Violins, for instance, can be heard in tracks like â€Å"Blue Jeans† and â€Å"Carmen†, both off of Del Rey’s 2012 debut album Born To Die. The genre is also big on the overall orchestral ambiance of the music, which can be heard in nearly every track.Show MoreRelatedA Short Note On The Great Gatsby By F. Scott Fitzgerald1278 Words   |  6 Pagesnatural process and transformation of other type of content (Martin, 2011). It is also called referencing an original idea that has previously been produced. In essence, it is to take an original work of art and turn it into a whole new idea or artistic style. The following essay will explore of how intertextuality is used in Baz Lurhmann’s â€Å"The Great Gatsby†. â€Å"The Great Gatsby† movie is based on a well-known book by F. Scott Fitzgerald’s, a well-known author that wrote American fiction. Maurer wroteRead MoreResearch: How did Cuba and Brazil Affect Popular Music, Culture and Dance in the 1940’s and 50’s?1305 Words   |  6 Pagesin the 1940’s and 50’s? A. Plan For Investigation How did Cuba and Brazil affect popular music, culture and dance in the 1940’s and 50’s? In this investigation I am going to establish what affects Cuba and Brazil had on popular music and dance. The first thing I’m going to do is discover how the music from Cuba and Brazil spread to America, the center of music. While doing my research I will be looking at what types of music were popular in Cuba and Brazil during the 40’s and 50’s as well asRead MoreCultural Industries in the Digital Age: Some Provisional Conclusions8715 Words   |  35 Pagesto domesticate the local repertoires of any country, to indigenize its production by establishing branches and even to bring about a decontextualized ‘globalized reconstruction’, such as ‘world cinema’, ‘world music’ and an international literary style (Garc ´a Canclini, 1999). Ä ± Nevertheless, concentration and commercialization bring about other farreaching muta tions in the selection of creative products and their consumption. This has attracted little attention, given its transcendent consequencesRead MoreOcd - Symptoms, Causes, Treatment131367 Words   |  526 Pagesby trained interviewers using a structured clinical interview (Brown, Di Nardo, Lehman, Campbell, 2001). Table 1.1 presents a summary of the DSM-IV-TR diagnostic criteria (APA, 2000). According to DSM-IV, a person must have either obsession(s) or compulsion(s) in order to have a diagnosis of OCD, and the vast majority of diagnosable individuals experience both types of symptoms (Foa Kozak, 1995). To qualify as an obsession, the thought, image, or impulse A Diagnostic Enigma TABLE 1.1. Summary

Different Methods Of Qualitative Research - 1313 Words

This essay will look at the qualitative approaches to research and look into more detail at the main traditions and theoretical approaches to qualitative research, the main research methods associated with qualitative research; and the main criticisms that are frequently levelled at qualitative research. There are many different definitions of qualitative research; one definition that defines it well is; â€Å"a means for exploring and understanding the meaning individuals or groups ascribe to a social or human problem. The process of research involves emerging questions and procedures, data typically collected in the participant’s setting.† (Creswell, J. 2009) There are many different methods of qualitative research and the approaches used include narrative, phenomenology, grounded theory, ethnography and case study. The narrative approach retells a person’s story across time; it explores what the story means and the lessons to be learnt from it. The goal of phenomenological research is to describe participants’ experiences in a specific context and understand a phenomenon. Grounded theory research looks at a process, an action or an interaction with the goal of developing a theory. The researcher attempts to derive a general, abstract theory of a process, action, or interaction grounded in the views of participants in a study. This process involves using multiple stages of data collection and the refinement and interrelationship of categories of information (Strauss Corbin,Show MoreRelatedDifferent Types Of Methods That Can Be Used For Qualitative Research889 Words   |  4 PagesQualitative Data Collection There are several types of methods that can be used for qualitative research. They include ethnographic, case study, phenomenological, ground theory, and critical study. The following will detail what the methods are and how they could be used in a classroom at Stephen Decatur Middle School. 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Compare and contrast the accounts of childhood Essay Example For Students

Compare and contrast the accounts of childhood Essay Compare and contrast the accounts of childhood in Half-past Two and Leaving School. How successful is each poet in depicting a childs experience of the world? Half-past Two and Leaving School both explore the thoughts and feelings of young boys. There is a theme of fear evident in both poems. This engages an experience endured by both children that involves the concept of not understanding certain aspects of life, especially the parts that are new and unfamiliar. Half-past Two is set in a typical school and the central character is a young boy. The title of this poem is strongly related to its content and theme. Time plays an important role in this poem and is emphasized when Fanthorpe uses a child-like style of language. Timetogohomenowtime, TVtime Leaving School is set in a boarding school. The main character in this poem is also a young boy. Time does not play a big role in this poem but it is still an important aspect. The theme of this poem is the fear of being alone in new school. The type of language used by Williams is similar to that of Half-past Two but there are subtle differences. Leaving School does use a child-like style of language but tit is more formal than that of Half-past Two. The formality of this language reflects the boys surroundings. I liked all the waiting we had to do at school but I didnt like the work To write a poem that uses a child-like style of language it is essential that you exaggerate every small detail. When a poem is written in hindsight it helps the poet be more descriptive. Also they can select certain pieces of information they recollect and they can use a partial view of a particular event. He did Something Very Wrong (I forget what it was) In both poems there is an authority figure. In Half-past Two it is the teacher and in Leaving School the Headmasters wife. The teacher plays a very important role in Half-past Two as she creates the boys fear of time. (Being cross, shed forgotten she hadnt taught him Time The headmasters wife in Leaving School is just as significant as she helps to unintentionally exacerbate the boys fear of being alone and making mistakes at his new school. She had my toothbrush in her hand she wanted to know why it was dry Capital letters are used in Half-past Two and Leaving School to add empathy to things that seem important to a child but insignificant and minor to an adult. And She said hed done Something Very Wrong Half-past Two has a rhythmic pattern. This pattern is constant almost throughout the poem but in the eighth stanza the pace of the poem slows down dramatically since the rhythm has stopped and the pattern is altered. Into the air outside, into ever There is also evidence of this in Leaving School I said I dont know then I started saying nothing Using this technique allows the poet to give the reader time to dwell on the text, understand it better and look for a hidden meaning or moral. Leaving School is written in free verse; it has no set rhythm or pattern. Williams has done this intentionally, it helps make the style of language he is using more effective. The pace in Leaving School is extremely different to that of Half-past Two. It is very slow almost persistently throughout the poem. I believe Williams has done this so it reads like a story, this effectively helps you understand it better. The pace virtually stops at the very last line of the poem. I was miles away with my suitcase leaving school This line is quite ambiguous, as we do not actually know whether this is reality or just a vision. .ub2320442f653c0a6aef8d78204e6dfe9 , .ub2320442f653c0a6aef8d78204e6dfe9 .postImageUrl , .ub2320442f653c0a6aef8d78204e6dfe9 .centered-text-area { min-height: 80px; position: relative; } .ub2320442f653c0a6aef8d78204e6dfe9 , .ub2320442f653c0a6aef8d78204e6dfe9:hover , .ub2320442f653c0a6aef8d78204e6dfe9:visited , .ub2320442f653c0a6aef8d78204e6dfe9:active { border:0!important; } .ub2320442f653c0a6aef8d78204e6dfe9 .clearfix:after { content: ""; display: table; clear: both; } .ub2320442f653c0a6aef8d78204e6dfe9 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ub2320442f653c0a6aef8d78204e6dfe9:active , .ub2320442f653c0a6aef8d78204e6dfe9:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ub2320442f653c0a6aef8d78204e6dfe9 .centered-text-area { width: 100%; position: relative ; } .ub2320442f653c0a6aef8d78204e6dfe9 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ub2320442f653c0a6aef8d78204e6dfe9 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ub2320442f653c0a6aef8d78204e6dfe9 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ub2320442f653c0a6aef8d78204e6dfe9:hover .ctaButton { background-color: #34495E!important; } .ub2320442f653c0a6aef8d78204e6dfe9 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ub2320442f653c0a6aef8d78204e6dfe9 .ub2320442f653c0a6aef8d78204e6dfe9-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ub2320442f653c0a6aef8d78204e6dfe9:after { content: ""; display: block; clear: both; } READ: A cream cracker under the settee by Alan Bennett EssayAmbiguity is also present in the central characters of both poems. From the readers point of view, we have limited knowledge about either of the characters. We know that both poems are written from the viewpoint of young boys but we know next to nothing about the personality, characteristics or traits of these boys. Both poems have contrasting moods and endings. Leaving School has a melancholy mood and the poem is left unresolved, without closure. We are left wondering whether the boy did leave school or was it just a dream. Half-past Two contrastingly is resolved, it has closure and its more is fun, almost comical. Because it reads like a nursery rhyme/fairytale story, it has a predictable, conventional happy ending. So she slotted him back into schooltime In conclusion Half-past Two and Leaving School have similarities but they differ a great deal more. Williams and Fanthorpe have been very successful in depicting a childs experience of the world. The pace, styles of language and setting have all been key factures in helping to make these two poems successful and fun to read.

Metric Essays - 9, , Term Papers, Research Papers

Metric The metric system vs. the U.S. system. I have looked all over the Internet and it is really hard to find a page that is all for converting to the metric system. I feel the same way I think that our way is fine it will be to confusing for a lot of people to figure it out. Things are working fine now why do anything to change it. There are problems that would occur if we changed, there are good things. If we changed the system of measurement that would change everything and that would be difficult for the older people who are unable to remember how to convert to the metric system. They decided that it was not a good idea to go to the metric system because, then they would have to change everything and that would cost trillions of dollars to do so they decided to stick with the way that the U.S. has always used. That was about twenty years ago. I think that was a good idea because there are so many things that are so accustomed to this way. They have changed some things around like engines so that they can be sold all over the world. The companies that have changed are Koehler and Briggs and Striations. Koehler has changed over completely over to the metric way so that they are able to make more by having the ability to be sold everywhere. I think that that is a wonderful thing to do and I am sure that the profits are showing an increase because of it. It had to be really costly to make all of the changes to There machines that make the engines and I think that they are so happy that they made those changes. The Briggs and Striations haven't completely converted yet and they are having lots of problems selling to the rest of the world, when they are not designed to be worked on in all areas of the world. I think that they will make it so that it is easier to be worked on in other countries but I don't think that they will change it completely because they don't want to give in completely to that market then they may be losing out on some of the things here that they should be focusing on. I like the fact that we are making these wonderful things for others but I hope that we don't lose sight of the fact that we don't have to change things around for this country. We will always use the U.S. system no matter how much changes it because that is the way that we do things here, everyone isn't making changes to suite the other countries. I hope that it stays that way for a long time. Those are just a few things that would be affected and there are so many more, would you like to be the one to blame if this went wrong. I think that there is way too much at risk, and there is no sense in bothering something that works rather well already. So think that they should just leave well enough alone. Works Cited Metricsucks.com Gumbopages.com/metric The metric system vs. the U.S. system. I have looked all over the Internet and it is really hard to find a page that is all for converting to the metric system. I feel the same way I think that our way is fine it will be to confusing for a lot of people to figure it out. Things are working fine now why do anything to change it. There are problems that would occur if we changed, there are good things. If we changed the system of measurement that would change everything and that would be difficult for the older people who are unable to remember how to convert to the metric system. They decided that it was not a good idea to go to the metric system because, then they would have to change everything and that would cost trillions of dollars to do so they decided to stick with the way that the U.S. has always used. That was about twenty years ago. I think that was