“Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times? |
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Authors: | Vlad Demsar Sean Sands Colin Campbell Leyland Pitt |
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Institution: | 1. Swinburne University of Technology, Hawthorn, VIC 3122, Australia;2. School of Business, University of San Diego, San Diego, CA 92110, U.S.A.;3. Beedie School of Business, Simon Fraser University, 500 Granville Street, Vancouver V6C 1W6, Canada |
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Abstract: | As government-mandated lockdowns and steep declines in trade set in because of the COVID-19 pandemic, a common theme became apparent in the advertising of the time: It was all the same. Regardless of the product category or brand personality, many ads were remarkably similar. They began with melancholy music, voiceovers reminding the audience that the brand is here for them, and referred to these times as “unprecedented” and “extraordinary.” Ads reassured viewers that “together, we can get through this.” In this installment of Marketing & Technology, we articulate the problem of advertising sameness and explore how and why it likely arises during a time of crisis. We then discuss why advertising uniformity is a problem and present a series of strategic, media, and creative considerations—taking into account the constraints of a crisis— to help marketing professionals produce more effective advertising in the context of a disaster. |
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Keywords: | Advertising COVID-19 Crisis communication Ad uniformity |
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