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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2008
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| Online Access: | http://hdl.handle.net/10356/11155 |
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sg-ntu-dr.10356-111552023-05-19T05:44:59Z Analysis of Singapore Airlines' advertising campaign : 1996 to 1999 Chiu, Kar Wee Lee, Susan Siang Ting Ng, Chiew Yen Nanyang Business School DRNTU::Business::Advertising 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. 2008-09-24T07:51:49Z 2008-09-24T07:51:49Z 2000 2000 Final Year Project (FYP) http://hdl.handle.net/10356/11155 Nanyang Technological University application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
| collection |
DR-NTU |
| topic |
DRNTU::Business::Advertising |
| spellingShingle |
DRNTU::Business::Advertising Chiu, Kar Wee Lee, Susan Siang Ting Ng, Chiew Yen Analysis of Singapore Airlines' advertising campaign : 1996 to 1999 |
| description |
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. |
| author2 |
Nanyang Business School |
| author_facet |
Nanyang Business School Chiu, Kar Wee Lee, Susan Siang Ting Ng, Chiew Yen |
| format |
Final Year Project |
| author |
Chiu, Kar Wee Lee, Susan Siang Ting Ng, Chiew Yen |
| author_sort |
Chiu, Kar Wee |
| title |
Analysis of Singapore Airlines' advertising campaign : 1996 to 1999 |
| title_short |
Analysis of Singapore Airlines' advertising campaign : 1996 to 1999 |
| title_full |
Analysis of Singapore Airlines' advertising campaign : 1996 to 1999 |
| title_fullStr |
Analysis of Singapore Airlines' advertising campaign : 1996 to 1999 |
| title_full_unstemmed |
Analysis of Singapore Airlines' advertising campaign : 1996 to 1999 |
| title_sort |
analysis of singapore airlines' advertising campaign : 1996 to 1999 |
| publishDate |
2008 |
| url |
http://hdl.handle.net/10356/11155 |
| _version_ |
1770567229838983168 |