Changing tides: the impact of crisis on advertising

被引：1
作者：
Jenyns, Cameron [1 ]
机构：
[1] Deakin Univ, 221 Burwood Highway, Burwood, Vic 3125, Australia
来源：
MEDIA INTERNATIONAL AUSTRALIA | 2021年 / 178卷 / 01期
关键词：
advertising; authenticity; crisis; media; messaging; strategy; AUTHENTICITY; BRANDS;
D O I：
10.1177/1329878X20951996
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
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.
引用
收藏
页码：36 / 41
页数：6
相关论文
共 50 条
  • [1] Impact of the Covid-19 pandemic on advertising: Spain as a laboratory for communication trends during a crisis
    Corredor-Lanas, Patricia
    Marcos-Recio, Juan-Carlos
    Montanes-Garcia, Fernando
    PROFESIONAL DE LA INFORMACION, 2021, 30 (03):
  • [2] Advertising strategies of the brands in the context of crisis
    Blanco, Elena Fernandez
    Garcia, David Alameda
    Martin, Irene Martin
    ADCOMUNICA-REVISTA CIENTIFICA DE ESTRATEGIAS TENDENCIAS E INNOVACION EN COMMUNICACION, 2011, (01): : 119 - 138
  • [3] Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising
    Zayer, Linda Tuncay
    McGrath, Mary Ann
    Castro-Gonzalez, Pilar
    EUROPEAN JOURNAL OF MARKETING, 2020, 54 (01) : 238 - 260
  • [4] The impact of EU institutional advertising on public support for European integration
    Hernandez, Enrique
    Pannico, Roberto
    EUROPEAN UNION POLITICS, 2020, 21 (04) : 569 - 589
  • [5] Advertising in a Context Harm Crisis
    Robinson, Thomas Derek
    Veresiu, Ela
    JOURNAL OF ADVERTISING, 2021, 50 (03) : 221 - 229
  • [6] Social Media: Changing Advertising Education
    Lester, Deborah H.
    ONLINE JOURNAL OF COMMUNICATION AND MEDIA TECHNOLOGIES, 2012, 2 (01): : 116 - 125
  • [7] The Changing Landscape of Advertising: Appeals and Endorsements
    Singh, Seema
    Ahuja, Deepa
    PACIFIC BUSINESS REVIEW INTERNATIONAL, 2022, 14 (10): : 105 - 112
  • [8] Paula Green's feminist activism: changing America through advertising
    Tunc, Tanfer Emin
    Babic, Annessa Ann
    FEMINIST MEDIA STUDIES, 2023, 23 (02) : 425 - 439
  • [9] Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value
    Luo, Xueming
    de Jong, Pieter J.
    JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2012, 40 (04) : 605 - 624
  • [10] The impact of product recall on advertising decisions and firm profit while envisioning crisis or being hazard myopic
    Mukherjee, Arka
    Chauhan, Satyaveer S.
    EUROPEAN JOURNAL OF OPERATIONAL RESEARCH, 2021, 288 (03) : 953 - 970
12345