Art As a Dependable Driving Force In New Age Marketing

Esekong Andrew-Essien

doi:10.26858/pdr.v5i1.22014

Art As a Dependable Driving Force In New Age Marketing

Esekong Andrew-Essien^(1*),

(1) Department of Theatre & Media Studies, University of Calabar, University of calabar, calabar, Nigeria
(*) Corresponding Author

DOI: https://doi.org/10.26858/pdr.v5i1.22014

Abstract

Art has been a traditional marketing tool for ages. Visual and performing arts have been used for publicity, advertising, and marketing promotions in many media. With the advent of the internet and the integration of digital technology into the marketing process, the scope of marketing and its networks have extended. Technology has ushered in new-age marketing, which is the use of online and offline platforms to market goods, services, and ideas. Consequently, the extent of engagement of the arts in the process of marketing has expanded to address emerging needs. New-age marketing is electronically driven, with graphic arts as one of its central pivots. The graphic designer is therefore tasked to combine artistic skills with the offerings of digital technology, including social media networks towards attracting patronage from local and global domains. This paper reviews the structure and functionality of arts in general marketing; the increasing relevance of digital graphics in the complex of new-age marketing and strategies required to attract patronage for products, services, and ideas.

Keywords

Art; New Age; Marketing.

Full Text:

PDF

References

Akpan, N. (2021). The Factors Militating Against the Globalization of Technology Market in Nigeria: Case Study of Abuja. GNOSI: An Interdisciplinary Journal of Human Theory and Praxis, 4(2), 18-30.

Allen, J. P. (2019). Digital entrepreneurship. Routledge.

Andrew, E. H. (2006). Contemporary dimensions of interaction between art and technology: implications for stage and media designs. Global Journal of Humanities, 5(1), 31-34.

Andrew, E. H. (2013). Colour Blocking: Disregarding Traditional Artistic Colour Harmonies or Promoting Post-Modernist Expressionism?. Lwati: A Journal of Contemporary Research, 10(3), 148-160.

Andrew, E. H. (2018). “Flexible Theories, Dynamic Practice: Extensions and Convergencies of the Performing Arts in the 3rd Millennium”. Faculty of Arts Distinguished Lecture, Series No. 3, October.

Andrew, E. H. (2020). Arts and Technology in the Marketing Mix: The Ferrari World Tourism Experience in Abu Dhabi”. International Journal of Humanitatis Theoreticus, 3(1). 19-32

Anthony, G. B., Essien, C. K., & Obibessong, V. M. (2019). Sustainable tourism development in Southern Senatorial District of Cross River State, Nigeria: the role of indigenous carnivals. Lwati: A Journal of Contemporary Research, 16(4), 131-140.

Blistene, B. (2001). A History of 20th Century Art. Paris: Flammarion.

Conover, T. E. (1985). Graphic Communications Today. USA: West.

Dena, Carla. “How Digital Graphics Can Transform Your Marketing Strategy”. https://penji.co/digital-graphics. 2ndMarch, 2020. Retrieved 19thDecember, 2020.

Dhar, U. (Ed.). (2008). New age marketing: Emerging realities. Excel Books India.

Esser, F., & Hanitzsch, T. (Eds.). (2013). The handbook of comparative communication research. Routledge.

Galbraith, J. K. (2008). The abiding economics of John Kenneth Galbraith. Review of Political Economy, 20(4), 491-499.

Gardiner, S. C., Hanna, J. B., & LaTour, M. S. (2002). ERP and the reengineering of industrial marketing processes: A prescriptive overview for the new-age marketing manager. Industrial Marketing Management, 31(4), 357-365.

Getlein, M., & Gilbert, R. (2008). Living with art. McGraw Hill.

Hestad, M. (2016). Branding and product design: an integrated perspective. Routledge.

Johnson, G., Scholes, K., Whittington, R., Regn_r, P., & Angwin, D. (2017). Fundamentals of strategy. Pearson UK.

Johnson, J. K., Carpenter, T., Goodhart, N., Stewart, A. L., du Plessis, L., Coaston, A., ... & Chapline, J. (2020). Exploring the effects of visual and literary arts interventions on psychosocial well-being of diverse older adults: a mixed methods pilot study. Arts & Health, 1-15.

Kern, R. (2015). Language, literacy, and technology. Cambridge University Press.

Kotler, P. (1988). Marketing Management: Analysis, Planning, Implementation, and Control: Transparency Masters. Prentice Hall.

Labrecque, L. I., Patrick, V. M., & Milne, G. R. (2013). The marketers’ prismatic palette: A review of color research and future directions. Psychology & Marketing, 30(2), 187-202.

Lerner, J. A. (2014). Making democracy fun: How game design can empower citizens and transform politics. MIT Press.

Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing research: An applied approach. Pearson Education Limited.

Mbum, P. A., Oben, B., & Ighoteguonor, E. G. (2014). Empirical study on global marketing flows and Nigerian economic growth perspective. Journal of International Business and Economics, 2(4), 125-162.

McDonagh-Philp, D., & Lebbon, C. (2000). The emotional domain in product design. The Design Journal, 3(1), 31-43.

McKelvey, H. (2018) “How to Create Beautiful and Effective Marketing Graphics on a Budget” https://www.jeffbullas.com/marketing-graphics-on-a-budget. 31stOctober, 2018. Retrieved 19thDecember, 2020.

Nzuanke, S. F., & Chinaka, U. N. V. (2018). Technology and translation: the impact of recent technology tools on professional translation. Lwati: A Journal of Contemporary Research, 15(3), 75-96.

Obeidat, A. M. (2021). E-Marketing and Its Impact on The Competitive Advantage. Ilkogretim Online, 20(5).

Pettis, C. (2001). TechnoBrands: How to create & use" Brand identity" to market, advertise & sell technology products. iUniverse.

Reema, N. “Modern Marketing Concept: Meaning and Features”. https://www.artofmarketing.org/concept/modern-marketing. Retrieved 19thDecember, 2020.

Siricharoen, W. V., & Siricharoen, N. (2018). Infographic utility in accelerating better health communication. Mobile Networks and Applications, 23(1), 57-67.

Sugarman, E., & Bauman, C. (2020). New Media Digital Transmission of Live Theater (Doctoral dissertation, Drexel University).

The Print Connection. “Raster Images Vs Vector Graphics”.https://www.printcnx.com/resources-and-supportRetrieved 19thDecember, 2020.

Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), 64-78.

Wilson, K. (2017). “New Age Marketing Strategies for Business Owners. https://thenextscoop.com/marketing-strategies-business-owners. November 4, 2017. Retrieved 19thDecember, 2020.