경영학 하이네켄 전략적 캠페인 분석(영문)

경영학 하이네켄 전략적 캠페인 분석(영문) [경영학] 하이네켄 전략적 캠페인 분석(영문).pptx 목차 1. Background information about the campaign 2. Message 1 ( CF – Serving the planet ) 3. Message 2 ( Classic concert event ) 4. Campaign outcomes 본문 Background information about the campaign Dutch brewing company Founded in 1863 by Gerard Adriaan Heineken Started to export to U.S in 1933 began to emerge as world-class beer in 1970s Creative commercial campaign Story telling rather than obvious intent Advertising images rather than products Targeting men and men’s concern Message factor Story telling: easy to understand Emotional appeal Humorous reversal Response shaping (screaming men 본문내용 FServing the planet ) 3. Message 2 ( Classic concert event ) 4. Campaign outcomes Background information about the campaign Background information Message 1 Message 2 Campaign outcomes Dutch brewing company Founded in 1863 by Gerard Adriaan Heineken Started to export to U.S in 1933 began to emerge as world-class beer in 1970s Background information about the campaign Background information M