CREATIVE IN ADVERTISING ACTIVITIES OF MUSEUMS

Abstract

Museum business in Ukraine has a powerful potential for development, which is not used properly by museums due to a number of barriers. These barriers also have a negative impact on communication with the potential audience of museum visitors. Removing barriers to museum development requires a huge amount of time, changes in legislation, changes in the organizational structure of museum management and etc. Among the barriers, that prevent museums from organizing effective communication with the target audience, the author of the article singles out: lack of funds, the museum's lack of understanding of its target audience, and the coolness of the consumer's attitude towards museums. The purpose of the article is to explore the content and possibilities of creative application in advertising activities of institutions such as museums. In the article the author offers an alternative way to develop communication between museums and the target audience - the use of creative solutions in the organization of their advertising activities. According to the author, in communicating with their target audience, museums should simultaneously use creativity in advertising the museum and museum products, as well as apply creative solutions in organising advertising events – searching for and implementing unusual solutions and selecting advertising media and unusual ways of using them. The author refers to such creative solutions: creative solutions regarding the organization of the museum's advertising activity itself, creative solutions regarding the definition and search of the museum's target audience, creative solutions regarding the form of the advertising appeal, creative solutions regarding the place of contact with the advertising appeal, creative decisions regarding the method of contact and consumption of advertising. The use of such solutions by museums in their advertising activities will save time for changes, join the competition for the museum audience, attract their attention and increase the audience of museum visitors.