Heineken Advertising Analysis

Advertising is an integral attribute of the market economy and the engine of trade and competition between different types of producers. Certainly, the essential role of advertising in the life of people is to deliver information to consumers. However, especially talented and creative advertisers are able to transform an ordinary informative message into an exciting entertainment campaign. Customarily, advertising has been principally a one-way communication, but in the modern world with its new Internet technology consumers can give feedback to advertising messages in real time using the same channels as the sender (Arens, Schaefer, 40). Due to the fact that advertising is one of the most important components of marketing, analysis of the effectiveness of the advertising campaign is an essential and solid part of marketing activities. Evaluating the effectiveness of advertising campaigns allows advertisers to plan future promotion activities, calculate budgets, choose media

Gerard Adriann created the company in 1873 in Amsterdam, essentially as a small brewery. The brand is known and recognizable for its active communication through a wide range of medium, such as, prints, TV commercials, cine ads and many others. The creative agency that helped to build Heineken this proactive communication is Publicis. Publicis is a French agency founded in 1926, which became one of the biggest and famous international agencies, next to Leo Bruneet Worldwide and Saatchi&Saatchi. However, the agency for a long time was not the only generator of ideas for Heineken. Brands don’t have to stay loyal to their agency. In fact, during the past years, Heineken was working with two different agencies- Publicis and Wieden&Kennedy. In 2015 the management of the brand decided to continue working only with Publicis. However, it should be noticed that Heineken is also working with a big number of local agencies for their local