News Release Review
The LINE FRIENDS (2017) news draws attention to the first official store in the U.S. that will open in Times Square in New York. The release was intended to serve the following marketing public relations (MPR) functions: promoting the organization, informing, and raising awareness. The company announced a new store aiming to inform its American consumers about it, obtain publicity and dramatize the company products (Belch & Belch, 2004). The target audience of the release seems to be the young users of the LINE messenger and children who love the LINE toys. The news is likely to be used by websites promoting children’s events and news. For example, Yelp’s Kids & Family category appears to be a perfect place to run the news. Lack of control over timing or publicity can be a disadvantage. There are almost five months between the release and the actual store opening. The public interest may fade if the articles appear too early.
Advertising Review
The Human Energy commercial by Chevron Company is an example of image advertising (Kindindeknel, 2009). This commercial is devoted to promoting Chevron’s overall image rather than its major activity. Due to a significant extent of criticism that the corporation had faced, the goal of the commercial was to create a positive image and share Chevron’s attitude to social, environmental issues, thus building a good reputation in the eyes of the community (Belch & Belch, 2004). Considering that Chevron is still one of the biggest energy corporations in the world, I believe that the commercial was successful. However, running the commercial might have caused certain problems because it could have been regarded as if the company was in a bad situation. (BB p 595). In other words, such commercials can draw public attention to some troubles that the company is currently going through, rather than to its positive image and intentions.
References
Belch, G., & Belch, M. (2004). Advertising and promotion. Web.
Kindindeknel. (2009). Chevron – Human energy. Web.
LINE FRIENDS. (2017). LINE FRIENDS to open first official U.S. store in New York’s Time Square in July. Web.