Analysis of a client's marketing strategies for a product and designing a better one for client.

• Main Authors: Koh, Li Peng., Lee, Li Lian., Tan, Justina.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/14788
• Institution: Nanyang Technological University

Our paper proposes an Integrated Marketing Communication (IMC) campaign for the official agent for Lucasfilm Ltd in Asia, Wave International Licensing, to promote Stars Wars in Singapore. This is done in view of the upcoming prequel of Star Wars trilogy in 1999. This IMC campaign is aimed at pushing...