Please use this identifier to cite or link to this item:
|Title:||Examining the effectiveness of using IMC for a drama school in Singapore : a case study of the IMC campaign of artistic expressions.||Authors:||Chow, Keat Yeng.||Keywords:||DRNTU::Social sciences||Issue Date:||2005||Abstract:||Artistic Expressions (AE) was set up in December 2003. Being heard in a cluttered marketplace is one of the major obstacles most firms face. AE had to adopt a systematic approach to compete in the marketplace. In the face of sophisticated and cluttered market conditions, AE needed to strategise and speak with a clear voice about the nature of its operations and the benefits associated with the school's services. With so many choices available and so many media bombarding potential customers with messages, a salient message had to be communicated to reach customers in a clear and consistent manner. A strategic IMC plan had to be put in place in order for AE to ensure its sustainability in the marketplace.||URI:||http://hdl.handle.net/10356/20829||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||WKWSCI Theses|
Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.