The Key to Successful Public Relations and Advertisement Cases

Figure 1: MoMoPay with Bosco.

For the first weekly review, the MTN Uganda MoMoPay was selected for this particular weekly review. The advertisement is used in capturing the attention of the Ugandan people who use the MTN network in their day to day lives. In the advertisement, Bosco is seen getting into the supermarket with his bicycle which is primitive and immodest. The significance of this scene is to inform the people that one does not need to be of high education ability in order to use the money transfer service.

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The MoMoPay advertisement airs for just one minute and thirty seconds on the popular television in Uganda which is short. This drives the attention of the audience every time the advert is aired hence building nice public relations within the audience and the product. The song that accompanies the advertisement is done in the Luganda which is the country's national language and some instances of English language is done during the singing. This drives favorable and neutral comments in the audience and viewers which is a communication strategy used by the public relations department (Stacks, 2016).

Bosco's campaign has attracted many individuals into using MoMoPay due to the comedy and neutrality that Bosco shows. The advert has also been attached to current events in the country where a person who is not conversant with modern forms of technology is called 'Bosco' which is an advantage in the public relations department. Running the advertisement on the television was also a strategy since the music and video are appealing hence more people are reached.

The advertisement was retrieved from: https://www.youtube.com/watch?v=aPJW9TPF418IPhone X advertisement.

Figure 2: IPhone X advert

Following the Apple Company's release of the IPhone X in November, the advertisement was set out to communicate on the new gadget. Since the Apple Company is a large corporation, it operates in a highly competitive environment with android gadgets being their most fierce competitors. Before the launch of the new gadget, Apple first gave the phones to selected media outlets and tech review publishers so that they could write a complete review of the gadget magnifying its specs which was a brilliant PR strategy named in chapter 5.

After the reviews had been done, the public was eager to get their hands on the new technology that they had interacted with over the internet and in billboards all over the country. The phones were also given to the new YouTube video bloggers, as well as social media influencers so that they could be compared with their competitors' products a strategy that was aimed at capturing the attention of women, teenagers, and millennials who favor Android phones. This strategy by the Apple Company set new margins in public relations since it created a buzz and fueled the speculation by the public hence dominating the market (Stacks, 2016).

As it is evident from figure 2, the poster includes the words 'welcome to the future' which suggests that the gadget will bring into the market specs that have not yet been realized by other competing companies. The accompanying television advert of the IPhone X is similar to the photo in figure 2 as it contains a mixture of colors that are attractive to the previously mentioned target group. The words welcome to the future spur the illusion and perception of a brand new innovation which is cool, user-friendly and upmarket rather than cheaply available. With this illusion, the PR department of the Apple Company stocked only a limited number of the products in selected stores hence making the market scramble for their products.

The information was retrieved from: https://www.youtube.com/watch?v=lO2yEZfVKQ8Starbucks Coffee Advert.

Figure 3: Starbucks coffee

For the third weekly review, the Starbucks coffee brand was selected which also shows applicable public relations from the content present in their marketing strategies and advertisement. The advertisement is calm and the video runs for just one minute as it highlights the life of the normal working middle-class person. The strategy used by Starbucks in achieving good PR was through their cups which the customer walks around within the office or even at home. Since Starbucks was the best coffee brewer in the United States while offering exceptional customer service, the cups were painted green during the national environment commemoration date and the feelings of the particular date were indicated on the cup as well as the type of coffee the person was taking (Theaker, 2017).

The innovative idea of the cups was then used in making the particular advertisement. The staff made an intervention in this particular PR exercise where the names of the customers were written in the coffee they were buying hence enabling them to have a feeling of comfort and attention. This particular advertisement as also meant to reach out to the customers in the England region hence it was done in pure English accent to welcome all the customers for the event of free coffee.

Using the free coffee event, the Starbucks crew intends to find a way of getting more customers to taste their brand of coffee which is a good PR strategy. Although friction from the marketing and advertising department is anticipated, the top management of Starbucks will get to interact with the customers and offer them their fast hand information and gather feedback on the quality of their service. From this interaction of free coffee and changing the color of cups as well as writing the names of the customers on the cups according to the season gives the customers a homing feeling which they will associate with the products of Starbucks hence a successful endeavor.

The information can be retrieved from: https://www.youtube.com/watch?v=19r4I70fZRUThe Coca-Cola Public Opinion Journal.

Figure 4: the Coca-Cola company logo

Following the article on public opinion and persuasion, the article that was previously written about the Coca-Cola company products and its alleged effects on the health of its partakers has aroused concerns of the ingredients and the possible health hazards that may be brought about by the soft drink. The opinions of the informal opinion leaders that were included in the Forbes magazine is of the essence since the magazine commands attention, especially on the internet due to its accurate research and undisputed reputation. The article is written well in line with the opinion cycle where the author clearly describes the issue of poor advertising techniques used by the company (Lippmann, 2017).

During the current year 2018, the company was the lead sponsor in the recently completed world cup games where it used various international artists to write songs and even perform in the opening and closing ceremonies respectively. Through these events, the company as able to show the public its humanitarian concerns using international sports. These endorsements were a PR tool used in the persuasion of the public against the allegations. The company was able to raise awareness on the ingredients and even switched the main drink to the diet coke which has some nutritional value and the sugar present does not contribute to diabetes or obesity.

The persuasive communication signified by the company is an essential PR tool as the channels used in the resolution of the issue were credible and targeted the right demographic information. The slogan adopted in earlier years which is "Taste the feeling" implied a more refreshing drink making the message in the advertisements and bottles more believable hence generating some sort of charisma.

The information was retrieved from: https://www.forbes.com/sites/carrielukas/2017/01/10/you-cant-blame-coca-cola-for-americas-health-problems/#65f6062c524c

References

Theaker, A. (2017). What is public relations?. In The Public Relations Strategic Toolkit (pp. 17-27). Routledge.

Doorley, J., & Garcia, H. F. (2015). Reputation management: The key to successful public relations and corporate communication. Routledge.

Lippmann, W. (2017). Public opinion. Routledge.

Theaker, A. (2017). What is public relations?. In The Public Relations Strategic Toolkit (pp. 17-27). Routledge.

Stacks, D. W. (2016). Primer of public relations research. Guilford Publications.