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“Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times?

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  • Demsar, Vlad
  • Sands, Sean
  • Campbell, Colin
  • Pitt, Leyland

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.

Suggested Citation

  • Demsar, Vlad & Sands, Sean & Campbell, Colin & Pitt, Leyland, 2021. "“Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times?," Business Horizons, Elsevier, vol. 64(4), pages 415-424.
    • Handle: RePEc:eee:bushor:v:64:y:2021:i:4:p:415-424
    DOI: 10.1016/j.bushor.2021.02.007
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    References listed on IDEAS

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    1. Elaine Wallace & Isabel Buil & Leslie Chernatony, 2020. "‘Consuming Good’ on Social Media: What Can Conspicuous Virtue Signalling on Facebook Tell Us About Prosocial and Unethical Intentions?," Journal of Business Ethics, Springer, vol. 162(3), pages 577-592, March.
    2. Robert Picard, 2001. "Effects of Recessions on Advertising Expenditures: An Exploratory Study of Economic Downturns in Nine Developed Nations," Journal of Media Economics, Taylor & Francis Journals, vol. 14(1), pages 1-14.
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    1. Demsar, Vlad & Sands, Sean & Rosengren, Sara & Campbell, Colin, 2022. "Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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