Description
- Explains a new comprehensive theoretical model that can be applied to advertising strategy when responding to a variety of crises in the future.
- Includes pedagogical features and many real-life examples and direct quotes from advertising practitioners to balance the theory with practice, making the book suitable to practitioners, researchers, and students.
Table of Contents
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
