Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/1662
Title: Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore
Authors: Pang, Kong Eng
Keywords: DRNTU::Business::Marketing
DRNTU::Social sciences::Communication::Promotional communication
Issue Date: 2000
Abstract: This case study evaluated the marketing effectiveness of a polytechnic's homepage as a marketing tool of a polytechnic in Singapore. Measurement of effectiveness focused on the impact of the website on the audience' perception of the institution. Participants came from a specific segment of the web site's intended audience. Results were compared with that of the polytechnic's promotional publications. Marketing effectiveness was operationalized as output effectiveness, which was defined as the attitude change which the homepage produces in its intended audience. It was assessed by comparing the differences in the audience's rating and ranking of the polytechnic before and after exposure to the stimuli. The polytechnic's brochures and a control group provided the benchmarks. This study challenged the assumption made by some proponents that the website was already proven effective.
URI: http://hdl.handle.net/10356/1662
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Theses

Files in This Item:
File Description SizeFormat 
PangKongEng00.pdf
  Restricted Access
15.82 MBAdobe PDFView/Open

Page view(s) 50

476
Updated on Jun 26, 2022

Download(s)

2
Updated on Jun 26, 2022

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.