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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.
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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