Promoting Youth.SG : an integrated marketing communications approach

• Main Authors: Ang, Yiying, Chia, Wan Fen
• Other Authors: Koch, Pamela Lynn Tremain
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/1090
• Institution: Nanyang Technological University

How an integrated marketing communications approach was employed in increasing the awareness of Youth.SG and attracting visitors to the web portal. Evaluative research on the outcomes measures the success of the approach and leads to discussion for future implications and recommendations.