The survey was conducted between March 14 and March 23 at which point there were over 200,000 confirmed cases across the 30 markets they surveyed. Notably, there is very little expectation from consumers that brands should stop advertising in response to the pandemic — in terms of what they think brands should prioritize, only 8% of consumers selected "stop advertising".
However, there is also substantial opposition to any brands perceived as either taking advantage of or making light of the situation, as 75% of consumers feel that brands "Should not exploit the virus to promote the brand" and 40% said they "Should avoid humorous tones." And as a signal that marketing teams are taking these expectations to heart, a March 2020 IAB
found that 42% of buy-side decision-makers planned to increase spending on mission-based marketing, while 41% planned to do so for cause-related marketing between March and June period.Companies are leading fundraising efforts to support research and those impacted by the pandemic. , for example, created a $100 million coronavirus relief fund to help members of the creative community who have been left unemployed.
Brands are redesigning logos and ad campaigns to center on social distancing and educating the public. More and more companies are finding creative ways to signal their support of public health measures: For example, Volkswagen introduced a new "social distance" logo and
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