dc.contributor.authorChiu, Kar Weeen_US
dc.contributor.authorLee, Susan Siang Tingen_US
dc.contributor.authorNg, Chiew Yenen_US
dc.date.accessioned2008-09-24T07:51:49Z
dc.date.available2008-09-24T07:51:49Z
dc.date.copyright2000en_US
dc.date.issued2000
dc.identifier.urihttp://hdl.handle.net/10356/11155
dc.description.abstractThe objective of this study is to analyze the changes in SIA's advertising campaign from 1996 to 1999. We are interested to know whether the SilkAir crash and the economic crisis, which both occurred in 1997, have had any influence on SIA’s advertising strategy. Our main research method is a content and analysis in four print media –The Straits Times, TIME, Fortune and SilverKris.en_US
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Business::Advertising
dc.titleAnalysis of Singapore Airlines' advertising campaign : 1996 to 1999en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US


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