Frauke Hachtmann

Crisis Response Advertising (eBook, PDF)

Insights and Implications from COVID-19

• Format: PDF

Produktbeschreibung

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

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 222
• Erscheinungstermin: 31. Juli 2023
• Englisch
• ISBN-13: 9781000917697
• Artikelnr.: 68325703

Autorenporträt

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

Inhaltsangabe

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

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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

Rezensionen

"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.

"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.

"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.