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

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...

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Bibliographic Details
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
Tags:	Add Tag No Tags, Be the first to tag this record!
Institution:	Nanyang Technological University
Language:	English

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spelling	sg-ntu-dr.10356-201892024-01-12T10:30:39Z Determination of an optimal level of spending on television advertising by the credit card industry in Singapore Lo, Hedrick Wing Keung Tang, Yew Quan Ng, Dennis Wee Han Tan, Kok Hui Nanyang Business School DRNTU::Business::Advertising::Advertising method 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 subjected this function to the rigours of cost containment exercises. On the other hand, recent advertising research has advocated that advertising is an investment and as such there is a level of media spending that will maximise the return on investment. 2009-12-14T08:27:45Z 2009-12-14T08:27:45Z 1997 1997 Thesis http://hdl.handle.net/10356/20189 en NANYANG TECHNOLOGICAL UNIVERSITY 125 p. application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
language	English
topic	DRNTU::Business::Advertising::Advertising method
spellingShingle	DRNTU::Business::Advertising::Advertising method Lo, Hedrick Wing Keung Tang, Yew Quan Ng, Dennis Wee Han Determination of an optimal level of spending on television advertising by the credit card industry in Singapore
description	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 subjected this function to the rigours of cost containment exercises. On the other hand, recent advertising research has advocated that advertising is an investment and as such there is a level of media spending that will maximise the return on investment.
author2	Tan, Kok Hui
author_facet	Tan, Kok Hui Lo, Hedrick Wing Keung Tang, Yew Quan Ng, Dennis Wee Han
format	Theses and Dissertations
author	Lo, Hedrick Wing Keung Tang, Yew Quan Ng, Dennis Wee Han
author_sort	Lo, Hedrick Wing Keung
title	Determination of an optimal level of spending on television advertising by the credit card industry in Singapore
title_short	Determination of an optimal level of spending on television advertising by the credit card industry in Singapore
title_full	Determination of an optimal level of spending on television advertising by the credit card industry in Singapore
title_fullStr	Determination of an optimal level of spending on television advertising by the credit card industry in Singapore
title_full_unstemmed	Determination of an optimal level of spending on television advertising by the credit card industry in Singapore
title_sort	determination of an optimal level of spending on television advertising by the credit card industry in singapore
publishDate	2009
url	http://hdl.handle.net/10356/20189
_version_	1789483189637480448

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

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