Cultural institutions aren`t just places for conducting cultural content but they also include a broad spectrum of areas seemingly not connected with, but essential in influencing culture, society and its advances. A causal connection between economic and cultural growth has been proven in highly advanced societies, but by broadening the market through social networks, a problem in assessing quality content and its cultural influence arises. Using the influence of social media on youth, the cultural institutions are addressing an imaginary audience more frequently in hope of drawing in the biggest possible audience. The relation between culture and society is highly complex because cultural policies of a country and its readiness to invest in culture are the building blocks for future generations that express their views in the role of a supporting audience or as alternative activists through various organizations. Children`s theatre, be it puppet theatre or not, is taking on a growing role in and responsibility for raising future generations given their gradual stepping away from palpable and gravitating towards a more intangible virtual world where a puppet is a two-dimensional concept. Besides serving an educational role, theatre has an aesthetical and a psychological meaning for an audience on account of evoking an emotional exchange between the viewer, actor and their character in the play and its role is raising awareness of its benefits such as promoting sociability, critical thought and empathy through modern communication channels. Cultural policies, audience and the media in conjunction with organisational structure and infrastructure are fundamental areas to analyze when trying to achieve successful management while the key questions to factor in while contemplating successful marketing tactics are: what to sell, how and to whom. Management and marketing in Croatian culture aren`t publicly acknowledged as a challenging enough of a topic yet, except by D. Lukić who understands the importance of knowing and putting marketing tools to use in praxis. It`s not only necessary for one to understand the significance of having a marketing and a communication plan for a product`s success on the market and its lifespan, but also not to equate the two plans because a more precise segmentation of the market and clearer goal-setting is achieved while observing them as separate entities.