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분야
pptx2. Message 1 ( CF – Serving the planet )
3. Message 2 ( Classic concert event )
4. 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
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
