Michal Lukáč – Communication Today https://communicationtoday.sk Media, marketing, communication Fri, 27 Jun 2025 14:59:19 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.5 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Michal Lukáč – Communication Today https://communicationtoday.sk 32 32 The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities https://communicationtoday.sk/the-interaction-between-the-marketing-communications-audit-and-visitors-in-museum-facilities/ Mon, 19 Apr 2021 17:56:20 +0000 https://communicationtoday.sk/?p=3735 ABSTRACT:
Museum facilities are part of an economic environment that is continually developing and subject to hypercompetitive conflicts. Museums must therefore apply adequate modern marketing tools, including marketing communications, which not only have informative and promotional functions, but at the same time enable the management of museum profitability and numbers of visitors to museums. Marketing communications for these institutions therefore represent a critical aspect of museum management. The purpose of this research study is to evaluate the levels of marketing communications to museum visitors for the purpose of acquiring feedback for museum management. At the same time, it is also possible to apply modern auditing techniques to governance and marketing communications management. This is a task undertaken by this research inquiry through experimental CASI interviews on a sample of 2,020 museum visitors over a period of four consecutive years and subsequent analyses using R statistical software. The recorded data shows a strong correlation between marketing communications and museum attendance. Based on this data, it has been possible to interactively formulate audit recommendations and a model for a marketing communications optimisation audit approach that can enable museum management to manage their marketing communications innovatively. At the same time, the results have also expanded interdisciplinary knowledge of marketing and management.

KEY WORDS:
audit, communication, management, marketing, museum

06. LUKAC et al. – CT 1-2021Download
]]> Data Envelopment Analysis – A Key to the Museums’ ‘Secret Chamber’ of Marketing? https://communicationtoday.sk/data-envelopment-analysis-a-key-to-the-museums-secret-chamber-of-marketing/ Thu, 01 Nov 2018 10:29:30 +0000 https://www.communicationtoday.sk/?p=2159 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.

KEY WORDS:
data envelopment analysis, effectiveness, marketing communication, museum

07_Lukáč_Mihálik_CT-2-2018  Download

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