Examining the effectiveness of using IMC for a drama school in Singapore : a case study of the IMC campaign of artistic expressions.

• Main Author: Chow, Keat Yeng.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Theses and Dissertations
• Language: English
• Published: 2010
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/20829
• Institution: Nanyang Technological University

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.