EDUCATION COMPETENCES AS AN INDICATOR OF DIGITAL MEDIA EFFECTIVENESS MEASUREMENT IN MUSEUMS
EDUCATION COMPETENCES AS AN INDICATOR OF DIGITAL MEDIA EFFECTIVENESS MEASUREMENT IN MUSEUMS

Summary/Abstract: Effective marketing communication including product attractiveness plays key roles in marketing mix of public sector. It might be considered as fundamental pillar of marketing strategy. It is especially about close interconnection of these two components. If a productis of low-quality or less attractiveness, no communication can ensure its success. On the other hand, if there is no proper knowledge of communication about a product which is to be communicated to public, it is lead directly to execution. It will be simply not effective. It could be concluded that a product and marketing communication cannot exist without each other because absence of one section influences function of the second means. In connection with interaction of a product and marketing communication a question of measuring and evaluating success of communication activities comes to spotlight, primarily focused on digital media communication dynamics. There are many arguments about why it is not possible to get direct answer to these requirements in culture sphere. All of them definitely coincide with the reflection of education competences of people who come to sites system.

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