Transcript Click on picture above — or here — for my complete

Is there a time and a place for issues advertising?
A case study analyzing Heineken’s “Give yourself a good name”
campaign
Logo
Logo
Karen Freberg, M.A.
The University of Tennessee, Knoxville, TN, USA
[email protected]
Introduction
Results
•Issues advertising, or advertising which explicitly informs
stakeholders regarding the position of a corporation on an issue
of social responsibility, can contribute to the positive reputation of
an organization (Heath, 1997).
•A strong reputation means strong leadership:
One of the key messages in Heineken’s campaign
advertisement focuses on issues relating to the individual
consumer.
•Following a crisis, issues advertising usually focuses on
defending the organization’s reputation (Cowden & Sellnow,
2002). In the absence of an explicit crisis, many organizations
pursue a hybrid approach associating an issue with a product or
brand (Schumann, Hathcote, & West, 1991).
•Agency – Client Interactions
There seems to be an overlap between the Heineken brand
and its association with Wieden+Kennedy. The client (Heinken)
and the agency (Wieden+Kennedy) both share the same
values and goals for the campaign. Both organizations believe
in the brand and reputation of the Heineken, and have both
been successful in their respective industries.
•This explanatory case study asks how issues advertising in the
absence of a crisis interacts with environmental factors to
produce the success or failure of an advertising campaign. Is
there a right or wrong time and place to use issues advertising?
•Analysis of this case study will address questions related to
Heineken’s issues advertising as part of their “Give yourself a
good name” campaign, the role of social media in reputation
management for Heineken, and the challenges of strategically
implementing issues into a campaign with a high profile brand.
Literature Review
•Responses to Heineken’s ‘Good Name’ Campaign
Overall, the responses to the “Give yourself a good name”
campaign ad shown during the Super Bowl were not positive.
According to Fanhouse.com (“2009 Super Bowl Commercials,”
2009), Heineken’s ad was ranked as one of the least popular.
Many bloggers commented about how the ad was not
reflective of the Heineken brand and reputation.
Figure 1: Model on Heineken and “Give yourself a
good name” Case study
•Definition of Issues Advertising
•Issues advertising in reputation and crisis management
•Gaps in the literature
Conclusions
•Research about the impact of issues advertising on corporate
reputation is scarce.
Is there a right and wrong time and place for issues advertising?
•Reputation management encompasses all aspects of
corporate business practices – from marketing to public
relations and to adverting – and all disciplines have a
contributing factor in creating the corporate reputation.
•Exploratory & Explanatory Case Study
•Traditional and application-oriented disciplines such as public
relations have used case studies to analyze specific issues that
influence the operations and practices of a corporation (Yin,
1994).
•Case studies are structured so the researcher focuses on
specific details that involve the corporation and the issue being
examined.
•Case study in question will be the Heineken Super Bowl
advertisement featuring John Turturro.
•Corporations need to be aware of the consequences and
benefits of aligning their reputation with a particular issue.
•In the case of Heineken and the “Give yourself a good name”
campaign, the message of taking ownership and taking a
leadership role in managing your “good name” was a strong
proactive measure, but not at the right time.
References
Coombs, W. T. (1995). Choosing the right words: The development of
guidelines for the selection of the "appropriate" crisis-response
strategies. Management Communication Quarterly, 8(4), 447-476.
Fombrun, C.J. (1996). Reputation: Realizing value from the corporate
image. Cambridge, MA: Harvard Business School Press.
Sethi, S. P. (1979). Institutional / image advertising and idea / issue
advertising as marketing tools: Some public policy issues. Journal of
Marketing, 43, 68-78.