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Title: Exploratory studies of MTV Asia : a marketing cmmunications perspective.
Authors: Chan, Charmaine Pin Ping.
Kuo, Lay Ing.
Keywords: DRNTU::Business::Marketing::Communication
Issue Date: 2000
Abstract: This study seeks to explore the (positive/negative)attitudes and perceptions of MTV Asia's target customer group in Singapore in relation to variables like its programming philosophy, marketing, brand name, image, veejays and content/presentation of it's programs. Results showed that young Singaporeans are generally neutral towards the MTV concept as opposed to the extreme feelings portrayed by the American counterparts.
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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