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.
