How Anheuser-Busch Used Emotion to Reach Beer Drinkers

In this report from New York Advertising Week 2010, Warc's US editor Geoffrey Precourt covers Joe Plummer's address to a forum on multi-cultural marketing.

How Anheuser-Busch Used Emotion to Reach Beer Drinkers

Geoffrey PrecourtWarc

"August Busch felt it always was more important to build share of heart - not share of head," Joseph Plummer told a 2010 Advertising Week/Advertising Research Foundation Multicultural Council session. "It was common sense," he said: "The head is connected to the heart and if you got share of heart, share of head would follow."

In "Emotion in Advertising: Brands Making the Connection" Plummer, an adjunct Professor in the Columbia Business School, a senior associate at Olson Zaltman Associates, and former evp of McCann Worldgroup, used examples from...

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