Staying afloat : the water smarts for survival campaign

• Main Author: Fernando, Grace Keng
• Other Authors: Holaday, Duncan
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/1460
• Institution: Nanyang Technological University

This dissertation is an exercise in applying the principles and techniques of campaign design. In order to do so, it draws on literature from the field which includes Andreasen, Colle, Rogers, Rice and Atkins, Mendelsohn, and Schultz, Tannenbaum and Lauterbom, among others. Further sources have thei...