Analysis of Singapore Airlines' advertising campaign : 1996 to 1999
The objective of this study is to analyze the changes in SIA's advertising campaign from 1996 to 1999. We are interested to know whether the SilkAir crash and the economic crisis, which both occurred in 1997, have had any influence on SIA’s advertising strategy. Our main research method is a co...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/11155 |
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| Institution: | Nanyang Technological University |
| Summary: | The objective of this study is to analyze the changes in SIA's advertising campaign from 1996 to 1999. We are interested to know whether the SilkAir crash and the economic crisis, which both occurred in 1997, have had any influence on SIA’s advertising strategy. Our main research method is a content and analysis in four print media –The Straits Times, TIME, Fortune and SilverKris. |
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