ADVERTISING DURING COVID-19

Presented by- Loveleen Patnaik Guided by- Dr. Manjushmita Dash

WHAT IS
ADVERTISING?
• Advertising is any paid form of
communication from an identified sponsor or
source that draws attention to ideas, goods,
services or the sponsor itself.
• Most advertising is directed toward groups
rather than individuals, and advertising is
usually delivered through media such as
television, radio, newspapers and,
increasingly, the Internet.
• In simple words, Advertising is how a
company encourages people to buy their
products, services or ideas.
• Advertising is one element of marketing,
which also includes design, research and data
mining.
 TRENDS AND EFFECTS OF
•COVID-19 PANDEMIC
The novel coronavirus (COVID-19) has forced
immediate, far-reaching lifestyle shifts for all
consumers.
• Advertisers have experienced similar whiplash
as much of the economy has come to a halt.
• While we know the COVID-19 is showing its
impact on the clients' buying behaviour, it
becomes essential to stay alarmed and attend to
the shifting needs of the customers to retain
them under all possibilities.
• Adaptation will be the key to survival, and the
marketers who can begin to strategically evolve
their approach to changing consumer
behaviours now will be way ahead of the game
when consumers find post-pandemic balance.
CUSTOMER'S BEHAVIOUR SHIFT AND
ITS DUE IMPACT:
An increased time spent at home will naturally lead to an increase in the
time spent on the internet, which will benefit the new set of marketing
campaigns to reach the target audience. It will potentially hike an
advertisement inventory for industries across various social platforms.
The outbreak has pushed consumers out of their normal routines.
Consumers are adapting new habits and behaviours that many anticipate
will continue in the long term.
The virus has accelerated three long-term trends:
• The ever-increasing focus on health
• A rise in conscious consumption
• Growing love for local

HOW ARE ADVERTISING INDUSTRIES

AFFECTED BY THE SUDDEN RISE OF THE
GLOBAL PANDEMIC OF COVID-19?
The Advertising sector was one of the first to be affected by the
coronavirus crisis, as advertising investments were cut back.
• The COVID-19 crisis is affecting everyone, and every business is
dealing or at least trying their best to deal with it.
• Ad spend declines up to 50% are expected across all channels,
according to advertising professionals.
• The impact is big and there’s a lot to unpack.
Coronavirus ad spend impact-
According to Statista, the advertising industry is looking at a $26 billion loss
in revenue as of early March 2020 due to the coronavirus outbreak.

Media consumption during COVID-19-

Most customers are spending their time home, which raises the question,
“What are they spending their time on?”

Takeaways-
As the global ad spend declines, some channels show more promise than
others, and that is exactly where the focus should be. Businesses hit by the
crisis should look to spend money on resilient channels such as search, social
media, and email.

ADVERTISEMENT CONTENT
In the absence of economic activity, advertising content has had to be
adapted. The brands that continued to advertise, therefore, reoriented their
messages to give them meaning in a particular context. This compilation
makes it possible to distinguish 5 trends in advertising messages:
1.saying thank you to employees
2.say thank you to the customers
3.say thank you to the nursing staff
4.show concern for the health of customers and employees
WINNING AND LOSING CATEGORIES IN
THE COVID-19 PANDEMIC
WINNERS A LOSERS B
➤ PHARMACEUTICALS
➤ MEDICATION AND PROTECTIVE
EQUIPMENT MANUFACTURERS
SHORT ➤ HOME EXERCISE EQUIPMENT
TERM ➤ CARRY OUT FOOD PROVIDERS
➤ HOME OFFICE EQUIPMENT MAKERS
➤ ALCOHOLIC BEVERAGE MAKERS
➤ CASUAL AND RELAXED FASHION
➤ ONLINE RETAILERS
➤ ONLINE GROCERS
➤ NETWORKING SOFTWARE SERVICE
SHORT& AND HARDWARE PROVIDERS
LONG ➤ STREAMING SERVICE PROVIDERS
TERM
➤ NEWS AND ENTERTAINMENT SERVICES
➤ TELECOMMUNICATIONS
➤ CLEANLINESS PRODUCTS
➤ ONLINE EDUCATION
➤ RESTAURANTS
➤ SPORTS STADIUMS, CONCERT HALLS
➤ MUSEUMS
➤ GYMS
➤ PARKS, BEACHES, RECREATION AREAS
➤ PHYSICAL SCHOOLS AND
UNIVERSITIES, ESPECIALLY PRIVATE
➤ REAL ESTATE OWNERS AND SERVICES
➤ FORMALWEAR
➤ CRUISES
➤ TOURIST SERVICE PROVIDES
➤ OIL PRODUCERS AND DISTRIBUTORS
➤ MANUFACTURERS OF GASOLINE
ENGINE AUTOS AND TRUCKS
➤ MASS TRANSIT SERVICE AND
EQUIPMENT PROVIDERS
➤ BRICK AND MORTAR RETAILERS
➤ MOVIE THEATRES
ADVERTISING STRATEGY FOR WINNERS AND
LOSERS FROM COVID-19 PANDEMIC
WINNERS A LOSERS B

SHORT Redesign product and service

TERM Increase advertising opportunity. portfolio. Then advertise selectively.

SHORT
& Increase advertising strategically Radically redesign product portfolio
LONG
TERM
building brand for long term. and service. Advertise selectively.
ADVERTISING CONTENT
DURING COVID-19 • Heineken’s “Back to the
Bars” campaign.

• Apple “Creativity Goes On”

campaign.
• Burger King “ social
distancing whopper”
campaign.

• Nike- “You Can’t Stop

Us” campaign.
 • Domino’s “contactless
delivery” campaign

• Maharashtra State
Commission For
Women-“ Unmute The
Abuse” campaign.
• ”Uber “Thank You For
Not Riding” Campaign.

• Budweiser “One
Team” campaign.
CONCLUSION
• Media strategy should be redefined to
be in line with the inevitable
disruptions in content consumption.
• Organisations should utilise this time
to ramp up media knowledge across
levels.
• Brands should try to be more
“meaningful” to get closer to their
customers.
• The behavioural changes brought
about by the crisis could, however,
lead brands to review their copy in
terms of advertising messages.

-THANK YOU