Building brand equity and public relations value through special events.
Lee, Adrian Liang Tar.
Date of Issue2002
Wee Kim Wee School of Communication and Information
This paper aims to put forth the idea that building brand equity can occur through special events, and highlight certain benefits that such events-based promotional campaigns have as compared to a conventional media-based advertising campaign.
DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
Final Year Project (FYP)
Nanyang Technological University