Exploratory studies of MTV Asia : a marketing cmmunications perspective.
Chan, Charmaine Pin Ping.
Kuo, Lay Ing.
Date of Issue2000
College of Business (Nanyang Business School)
This study seeks to explore the (positive/negative)attitudes and perceptions of MTV Asia's target customer group in Singapore in relation to variables like its programming philosophy, marketing, brand name, image, veejays and content/presentation of it's programs. Results showed that young Singaporeans are generally neutral towards the MTV concept as opposed to the extreme feelings portrayed by the American counterparts.
Final Year Project (FYP)
Nanyang Technological University