Investigating the effectiveness of the use of mass communication for image restoration : using Clarke Quay as a case study.

• Main Authors: Lek, Cheryl Hui Yi., Loh, Marisa Hui Shan., Tan, Doris Miaoshi.
• Other Authors: Yong, Audrey Oi Hing
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Communication
• Online Access: http://hdl.handle.net/10356/10485
• Institution: Nanyang Technological University

This study investigates the effectiveness of the mass communication mediums when used to communicate information about dining and entertainment. It uses the communication of the recent revamp of Clarke Quay, a dining and entertainment venue in Singapore, as a case study. It also makes use of a ‘source credibility’ framework and a ‘gratifications sought’ framework to determine which mediums are most appropriate for communicating dining and entertainment news. Data was collected through in-depth interviews with the public and an interview with the management of Clarke Quay. The results show that Clarke Quay’s communication efforts have been effective in improving the public’s impression of the place. They also show that magazine feature articles, which is the medium Clarke Quay primarily uses, is the most credible medium and the one from which the most gratification is sought.