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Changing tides: the impact of crisis on advertising
A short essay considering the impact the Coronavirus Crisis is having on advertising. By reflecting on the industry’s response to prior economic crises and identifying key trends and approaches, this essay argues the important role authenticity offers in developing strategic advertising campaigns th...
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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SAGE Publications
2021
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8263352/ http://dx.doi.org/10.1177/1329878X20951996 |
| Sumario: | A short essay considering the impact the Coronavirus Crisis is having on advertising. By reflecting on the industry’s response to prior economic crises and identifying key trends and approaches, this essay argues the important role authenticity offers in developing strategic advertising campaigns that challenge the orthodoxy, and make deeper, more relevant connections with consumers, resulting in enriched brand meaning and competitive advantage. |
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