Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore
This case study evaluated the marketing effectiveness of a polytechnic's homepage as a marketing tool of a polytechnic in Singapore. Measurement of effectiveness focused on the impact of the website on the audience' perception of the institution. Participants came from a specific segment o...
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| Format: | Thesis |
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2008
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| Online Access: | http://hdl.handle.net/10356/1662 |
| _version_ | 1826112084179419136 |
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| author | Pang, Kong Eng |
| author2 | Higgins, Susan Ellen |
| author_facet | Higgins, Susan Ellen Pang, Kong Eng |
| author_sort | Pang, Kong Eng |
| collection | NTU |
| description | This case study evaluated the marketing effectiveness of a polytechnic's homepage as a marketing tool of a polytechnic in Singapore. Measurement of effectiveness focused on the impact of the website on the audience' perception of the institution. Participants came from a specific segment of the web site's intended audience. Results were compared with that of the polytechnic's promotional publications. Marketing effectiveness was operationalized as output effectiveness, which was defined as the attitude change which the homepage produces in its intended audience. It was assessed by comparing the differences in the audience's rating and ranking of the polytechnic before and after exposure to the stimuli. The polytechnic's brochures and a control group provided the benchmarks. This study challenged the assumption made by some proponents that the website was already proven effective. |
| first_indexed | 2024-10-01T03:01:30Z |
| format | Thesis |
| id | ntu-10356/1662 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T03:01:30Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/16622019-12-10T10:59:26Z Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore Pang, Kong Eng Higgins, Susan Ellen Wee Kim Wee School of Communication and Information DRNTU::Business::Marketing DRNTU::Social sciences::Communication::Promotional communication This case study evaluated the marketing effectiveness of a polytechnic's homepage as a marketing tool of a polytechnic in Singapore. Measurement of effectiveness focused on the impact of the website on the audience' perception of the institution. Participants came from a specific segment of the web site's intended audience. Results were compared with that of the polytechnic's promotional publications. Marketing effectiveness was operationalized as output effectiveness, which was defined as the attitude change which the homepage produces in its intended audience. It was assessed by comparing the differences in the audience's rating and ranking of the polytechnic before and after exposure to the stimuli. The polytechnic's brochures and a control group provided the benchmarks. This study challenged the assumption made by some proponents that the website was already proven effective. Master of Science (Information Studies) 2008-09-10T08:35:08Z 2008-09-10T08:35:08Z 2000 2000 Thesis http://hdl.handle.net/10356/1662 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Business::Marketing DRNTU::Social sciences::Communication::Promotional communication Pang, Kong Eng Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore |
| title | Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore |
| title_full | Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore |
| title_fullStr | Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore |
| title_full_unstemmed | Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore |
| title_short | Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore |
| title_sort | comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in singapore |
| topic | DRNTU::Business::Marketing DRNTU::Social sciences::Communication::Promotional communication |
| url | http://hdl.handle.net/10356/1662 |
| work_keys_str_mv | AT pangkongeng comparativecasestudyofmarketingeffectivenessbetweenawebsiteandprintedbrochuresofapolytechnicinsingapore |