A Study of the Marketing and Public Relations Strategies of the National Art Gallery of the National Museum of the Philippines to University of the Philippines Manila Students

Abstract

The Effectiveness of Marketing and Public Relations Strategies of the National Art Gallery of the National Museum of the Philippines to UP Manila Students is a study of four parts. The chapter on Introduction discusses the statement, objectives, scope and delimitations, significance and methodology of the study. Relevant terms were defined. The study aims to find out if the National Museum (NM) has marketing and public relations strategies to attract audiences for its National Art Gallery (NAG), and if these strategies are effective especially in attracting UP Manila students in particular, to go to the National Art Gallery. The chapter on Review of Related Literature gives a brief discussion about the significance of national museums found in the country. It gives a background of how the NM was established and how the NAG came to be. It looks into the factors influencing museum-going behavior. In terms of marketing, the importance of the audience and audience segmentation are discussed, along with marketing of intangibles which the museum actually markets and different marketing strategies that a museum can use. The chapter on Data and Analyses has two parts: the first part discusses the National Art Gallery as a museum that not only showcases art works done by Filipino artists but also of its aim to present these art works in a narrative of the history and culture of the Philippines. It also talks about the NAG’s audience and the marketing and public relations it employs, such as direct marketing and word-of-mouth, and the difficulties in marketing and promotions it is faced with. The second part examines the results of survey done to UP Manila students. The results will tell if the marketing and public relations strategies done by the NAG are effective or not, and will also talk briefly of the perceptions of UP Manila students with regards to the NM and the NAG The chapter on Summary, Conclusion and Recommendations will discuss how the marketing and public relations strategies of the NAG are effective in promoting it to students but not so much in others; and that despite the efforts of the NM of promoting, it is still inadequate. Recommendations on how to improve the marketing and public relations strategies of the NAG will be given, as well as suggestions for further studies of the NAG and the NM's marketing and public relations strategies in the future.