Determination of an optimal level of spending on television advertising by the credit card industry in Singapore

• Main Authors: Lo, Hedrick Wing Keung, Tang, Yew Quan, Ng, Dennis Wee Han
• Other Authors: Tan, Kok Hui
• Format: Theses and Dissertations
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/20189
• Institution: Nanyang Technological University

Advertising is a tool that companies use to direct persuasive communications relating to its products, services, or the organization itself to target consumers with an aim to build brand preference. In the past, advertising has been viewed as a cost. Like other type of expenses, management has subje...