Abstract:

Promotion in the field of culture is an exciting challenge to be accepted for two reasons: firstly, because cultural institutions, more than any, face a crisis of visitors, and secondly because, as we have detailed in the content of the paper, they exclude non-creativity, being themselves sources of inspiration for other fields of activity. Cultural marketing is no longer a new or freshly-researched field in the world, but in Romania this seems to be in the beginning. In Romania we can observe timid steps in the marketing departments of different cultural organizations. If, in the product, price, and distribution chapters, things are clearer, there is some difficulty in formulating the promotion policy. Specialists have fulfilled their duty to expose to the public what cultural organizations are and offer and to send a message to invite them to step their threshold to test services directly. The paper examines whether cultural consumers have "received" this message of the National Natural History Museum "Grigore Antipa" if they analyzed it, whether they would visit or visited the cultural organization, and also the paper investigates whether the cultural organization became popular among the public and identifies the position it occupies among people's preferences in the context of a competitive environment.