Crisis Response Advertising

Crisis Response Advertising
Author :
Publisher : Taylor & Francis
Total Pages : 223
Release :
ISBN-10 : 9781000917697
ISBN-13 : 100091769X
Rating : 4/5 (69X Downloads)

Book Synopsis Crisis Response Advertising by : Frauke Hachtmann

Download or read book Crisis Response Advertising written by Frauke Hachtmann and published by Taylor & Francis. This book was released on 2023-07-31 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the effects of COVID-19 on the advertising industry to better understand crisis response advertising. The book tells the story of three distinct phases in which the pandemic unfolded, the way a wide range of brands and agencies responded, and how the consumer landscape changed during the first 15 months of the crisis. Advertising professionals from a broad range of award-winning advertising agencies across the United States who experienced the crisis first-hand reflect on how COVID-19 disrupted the industry and what they learned along the way. Each case contains themes that emerged through data analysis, along with examples of advertising practice at various stages of the pandemic. Importantly, the new theoretical model and best practices covered in the book extend beyond application to the global pandemic, giving readers solid theoretical and practical tools to use in future crises. Suited for upper-level undergraduate and post-graduate courses in advertising and marketing, this book will be useful as a reference for researchers and is practical enough for practitioner use as well.


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