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|Title:||Analysis of Singapore Airlines' advertising campaign : 1996 to 1999||Authors:||Chiu, Kar Wee
Lee, Susan Siang Ting
Ng, Chiew Yen
|Keywords:||DRNTU::Business::Advertising||Issue Date:||2000||Abstract:||The objective of this study is to analyze the changes in SIA's advertising campaign from 1996 to 1999. We are interested to know whether the SilkAir crash and the economic crisis, which both occurred in 1997, have had any influence on SIA’s advertising strategy. Our main research method is a content and analysis in four print media –The Straits Times, TIME, Fortune and SilverKris.||URI:||http://hdl.handle.net/10356/11155||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||NBS Student Reports (FYP/IA/PA/PI)|
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