Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/20829
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

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