Analysis of Singapore Airlines' advertising campaign : 1996 to 1999

• Main Authors: Chiu, Kar Wee, Lee, Susan Siang Ting, Ng, Chiew Yen
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/11155
• Institution: Nanyang Technological University

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...