Advertising as a means of marketing communications of the organizations socio-cultural sphere

At the present stage in the field of culture there is a growing role of advertising as a means of marketing communications, which is becoming an integral and essential part of the social, cultural life of the community. The main factors of advertising activity management in organizations socio-cultural sphere are organizational and creative. In market conditions the main feature of advertising in the sphere of culture is the connection of three areas: attracting potential customers, managing relations with patrons, creating a reputation and system of internal management of institutions. Advertising as a means of marketing communications of the organizations socio-cultural sphere is the efficient tool that allows to detect, predict and satisfy the needs of consumers of cultural services, but in some cases to effectively influence the formation of these needs and even their shape.