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Title: Determination of an optimal level of spending on television advertising by the credit card industry in Singapore
Authors: Lo, Hedrick Wing Keung
Tang, Yew Quan
Ng, Dennis Wee Han
Keywords: DRNTU::Business::Advertising::Advertising method
Issue Date: 1997
Abstract: Advertising is a tool that companies use to direct persuasive communications relating to its products, services, or the organization itself to target consumers with an aim to build brand preference. In the past, advertising has been viewed as a cost. Like other type of expenses, management has subjected this function to the rigours of cost containment exercises. On the other hand, recent advertising research has advocated that advertising is an investment and as such there is a level of media spending that will maximise the return on investment.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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