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      Staying afloat : the water smarts for survival campaign

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      GraceKengFernando99.pdf (8.013Mb)
      Author
      Fernando, Grace Keng
      Date of Issue
      1999
      School
      Wee Kim Wee School of Communication and Information
      Abstract
      This dissertation is an exercise in applying the principles and techniques of campaign design. In order to do so, it draws on literature from the field which includes Andreasen, Colle, Rogers, Rice and Atkins, Mendelsohn, and Schultz, Tannenbaum and Lauterbom, among others. Further sources have their origins in organisations and authorities in Singapore, me Internet, The Straits Times and Reuters news service. Also used are a variety of practical methods culled from agencies in Singapore, such as the Ministry of Health and Traffic Police, which produce campaigns here. Other reference points include campaigns conducted in the United States and New Zealand.
      Subject
      DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
      Type
      Thesis
      Rights
      Nanyang Technological University
      Collections
      • WKWSCI Theses

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