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

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

The main aim of this research project is to do a review on the marketing campaign which was adopted for 11 months and examine to what extent it helped in creating attitudes, building brand awareness, delivering content, simulating responese from the target audience and retaining customers.

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Bibliographic Details
Main Author: Chow, Keat Yeng
Other Authors: Wee Kim Wee School of Communication and Information
Format: Theses and Dissertations
Published: 2008
Subjects:
DRNTU::Business::Marketing
DRNTU::Social sciences::Communication::Promotional communication
Online Access:http://hdl.handle.net/10356/2101
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Institution: Nanyang Technological University
Description
Summary:The main aim of this research project is to do a review on the marketing campaign which was adopted for 11 months and examine to what extent it helped in creating attitudes, building brand awareness, delivering content, simulating responese from the target audience and retaining customers.

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