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The Nanyang MBA tries to engage Singapore in The Straits Times
In the main section of today’s Straits Times, Nanyang Technological University (NTU) ran a quarter-page ad for their Nanyang MBA with Accountancy Specialisation. Whilst the concept is interesting, we feel that more could be done to fully realise its potential. Have a look at the ad below: The slogan reads: “This number could change your life forever. 3103” and is followed-up by the first line of body copy: “If you apply for The NANYANG MBA with Accountancy Specialisation by 31 March, that is”. Using a suitably ambiguous hook (in this case “3103”) to capture the reader’s attention and thus encourage them to read further is a common, and potentially very powerful tool that can add clarity and emphasis to an ad. In this case, “3103” refers to the closing date for applications to the Nanyang MBA programme – 31st March. For us it did the job – the number 3103 grabbed our attention and made us want to understand what it meant. Reading on, however, we were left disappointed and forced to as
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