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
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