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Title: National Youth Forum 2004 : an integrated marketing communication campaign.
Authors: Heng, Caroline.
Soh, Ee Shaun.
Cheng, Tze Ying.
Low, Sylvia.
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
Issue Date: 2005
Abstract: When tasked to market National Youth Council’s flagship event, the National Youth Forum 2004 (NYF), the team focused on branding the inaugural forum as a platform on which youths could air their concerns and make changes happen. While the forum itself was only open to 60 selected youths aged 17-25, the team was keen on introducing youths aged below 25 to the culture of open discussion and pro-active citizenship. This inspired the team’s meticulous tailoring of NYF’s public communications plan to engage this target audience.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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