Crisis Response Advertising

ISBN-13: 9781032288895 / Angielski / Miękka / 2023 / 222 str.

Frauke Hachtmann

Opis

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.

This book examines the effects of COVID-19 on the advertising industry to better understand crisis response advertising.

Recenzje

"Dr. Hachtmann has brought research on crisis response advertising to a new height. Insights from this timely study have strong implications for advertising research, management, and education globally. The book is an informative and enlightening read for scholars, practitioners, and the general public who are interested in advertising practice during the pandemic and thereafter." 

Hong Cheng, University of Southern Illinois, USA

"Frauke’s book is an excellent, well-researched articulation of how brands can strategically respond to complex crises with a human-centric approach. Brands, agencies, and consultants alike can learn much from her in-depth studies in the space." 

Madison Cameron, David&Goliath, USA.

"The COVID-19 crisis confronted brands with many unfamiliar and far-reaching challenges. This book synthesizes the resulting nuanced layers of information and experiences into practical strategies and a unique Complex Crisis Response Advertising (CCRA) model that will benefit students, researchers, and professionals across the disciples of advertising, marketing, corporate communications, and journalism." 

Scott Hamula, Ithaca College, USA.

"If you’re a seasoned professional, or just starting out and you advertise, you’ll eventually face upheavals in your community and our world. Here are proven strategies from those that had to adapt in the greatest crisis of a generation. A must read for those preparing for the future." 

Hal Vincent, Elon University, USA.

"This book makes a unique and valuable contribution to the literature in crisis communication by combining a rigorous grounded-theory research approach with accessible practical perspectives from advertising industry professionals sharing their first-hand insights experiencing the rapid, dramatic, and existential changes brought on by the COVID-19 global pandemic." 

Karen J. Cannon, Cal Poly, San Luis Obispo, USA

Spis treści

1. Why Study the Impact of COVID-19 on Advertising Practice  2. The State of the Advertising Industry in the Context of Crises  3. Grounded Theory Design  4. Lockdown: Advertising in Isolation  5. Triple Threat: COVID-19, Protests, and an Election  6. Crisis Response Advertising Strategies for Coping with Reality  7. The Silver Lining  8. The COVID-19 Story: Theory and Practice 

O autorze

Frauke Hachtmann is Professor and William H. Kearns Chair in Journalism at the University of Nebraska–Lincoln, USA.