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
• Published: 2008
• Subjects: DRNTU::Business::Marketing; DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/2101
• Institution: Nanyang Technological University

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.