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- W4233231492 abstract "The challenge of developing performing arts patronage is familiar to most large metropolitan cities in the United States. Historically, low attendance at performing arts events has been found among U.S. blacks. This paper reports on a study of potential attendance of blacks at symphony musical events. This focus group study included two groups, opinion leaders and individuals from the general populace. Findings indicate that for success in marketing, it is not enough to reach the black audience in general circulation publications. Performing arts marketers should consider devoting a portion of the advertising budget to black media." @default.
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- W4233231492 date "1994-10-07" @default.
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- W4233231492 title "Advertising, Ethnicity and Attendance at the Performing Arts" @default.
- W4233231492 doi "https://doi.org/10.1300/j090v10n02_10" @default.
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