The life cycle of advertising during the coronavirus

[rabbihasan21]

When the coronavirus crisis erupted with an increasingly global reach in mid-March, companies and brands had to make quick decisions regarding their El Salvador Phone Number List marketing and advertising strategy. Many were paralyzed and only a few pioneers launched special campaigns in those early days that appealed to what was happening. The campaigns all had in common a will to feel good and were committed to transmitting unquestionable values, such as the recommendations to stay at home. At first, those ads were striking because they were unique. No one was advertising related to the coronavirus.

After the first weeks, more and more brands and El Salvador Phone Number List companies joined the strategy of using advertising normally (that is, launching ads) but doing it with a different theme (the ads were focused on the moment in which they were found and the messages were linked to the context). It did not matter which brand went or in which sector it operated, the tonic of the advertising ended up being the same. The ads were committed to emotions, contact with consumers and solidarity. If there were heroes in the ads, they were workers from essential sectors. The important thing, the underlying message of all those ads, was that we were all in this together, brands and consumers.

Those ads were very positively received, because what consumers wanted was just that. Studies and analysis made it clear that consumers expected brands to engage, bond with them, and show that everything they had said over the past few years about values, principles, and more was true. You only have to think about the background of those ads to understand it.But of course those were El Salvador Phone Number List the first two phases, quite logical and quite common in all the steps that brands take. First the early adopters began, then the brands that saw the change followed and finally all the others joined. After the first two action streams, more and more ads began to appear, which impressed less and connected less with the audience.

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