Affect on effectiveness of Singtel TV ads.
Koh, Chat Mein.
Lim, Ee Hwe.
Ng, Puay Tiang.
Date of Issue2001
College of Business (Nanyang Business School)
The authors reported on whether ads with more affective responses would increase the effectiveness of TV ads in the telecommunication industry. SingTel was used to illustrate on the analysis. Our analysis showed that ads with more affective responses are more effective in generating attention, recall, recognition and purchase intentions.
Final Year Project (FYP)
Nanyang Technological University