Examining the effectiveness of using IMC for a drama school in Singapore : a case study of the IMC campaign of artistic expressions.
Artistic Expressions (AE) was set up in December 2003. Being heard in a cluttered marketplace is one of the major obstacles most firms face. AE had to adopt a systematic approach to compete in the marketplace. In the face of sophisticated and cluttered market conditions, AE needed to strategise and...
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| Format: | Theses and Dissertations |
| Language: | English |
| Published: |
2010
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| Online Access: | http://hdl.handle.net/10356/20829 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Artistic Expressions (AE) was set up in December 2003. Being heard in a cluttered marketplace is one of the major obstacles most firms face. AE had to adopt a systematic approach to compete in the marketplace. In the face of sophisticated and cluttered market conditions, AE needed to strategise and speak with a clear voice about the nature of its operations and the benefits associated with the school's services. With so many choices available and so many media bombarding potential customers with messages, a salient message had to be communicated to reach customers in a clear and consistent manner. A strategic IMC plan had to be put in place in order for AE to ensure its sustainability in the marketplace. |
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