Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice
The widespread pandemic that companies and the brands under their care had to deal with, had an impact not only on changes in management, HR and financial processes. It touched equally heavily in areas related to the implementation of marketing strategies, communication with recipients and advertisi...
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Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Online toegang: | ONIX_20250307_9788382207118_1331 |
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| _version_ | 1869514382009958400 |
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| author | Rakoczy, Anna |
| author_browse | Rakoczy, Anna |
| author_facet | Rakoczy, Anna |
| author_sort | Rakoczy, Anna |
| collection | Directory of Open Access Books |
| description | The widespread pandemic that companies and the brands under their care had to deal with, had an impact not only on changes in management, HR and financial processes. It touched equally heavily in areas related to the implementation of marketing strategies, communication with recipients and advertising messages. Many brands resigned from the campaigns conducted so far and decided to apply solutions typical of real-time marketing, which in practice meant adapting in terms of persuasion and language to the circumstances of the ongoing pandemic in order to establish the expected agreement with preferred recipients and influence their purchasing decisions or to elicit a different kind of involvement. The aim of the article is to analyze - both graphically and linguistically - the observed impact of the coronavirus pandemic on the advertising communication of selected brands based on their advertising creations. In order to standardize and narrow down the material being the subject of the analysis, only those advertisements that appeared in the outdoor space (both single and part of more complex campaigns) were included in the research body. The leitmotif of the text is the thesis that public space, in the era of new restrictions imposed on society, including mobility, has become a special place where the outdoor message gained importance and had a chance to make an exceptionally strong impression on the recipients. |
| format | Online |
| id | doab-20.500.12854ir-155681 |
| institution | Directory of Open Access Books |
| language | pol |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1556812025-03-07T14:30:13Z Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice Rakoczy, Anna real-time marketing storytelling marketing advertising news service creativity media studies The widespread pandemic that companies and the brands under their care had to deal with, had an impact not only on changes in management, HR and financial processes. It touched equally heavily in areas related to the implementation of marketing strategies, communication with recipients and advertising messages. Many brands resigned from the campaigns conducted so far and decided to apply solutions typical of real-time marketing, which in practice meant adapting in terms of persuasion and language to the circumstances of the ongoing pandemic in order to establish the expected agreement with preferred recipients and influence their purchasing decisions or to elicit a different kind of involvement. The aim of the article is to analyze - both graphically and linguistically - the observed impact of the coronavirus pandemic on the advertising communication of selected brands based on their advertising creations. In order to standardize and narrow down the material being the subject of the analysis, only those advertisements that appeared in the outdoor space (both single and part of more complex campaigns) were included in the research body. The leitmotif of the text is the thesis that public space, in the era of new restrictions imposed on society, including mobility, has become a special place where the outdoor message gained importance and had a chance to make an exceptionally strong impression on the recipients. 2025-03-07T14:30:11Z 2025-03-07T14:30:11Z 2022 chapter ONIX_20250307_9788382207118_1331 9788382207118 9788382207101 https://directory.doabooks.org/handle/20.500.12854/155681 pol image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/1051 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-710-1.13 The widespread pandemic that companies and the brands under their care had to deal with, had an impact not only on changes in management, HR and financial processes. It touched equally heavily in areas related to the implementation of marketing strategies, communication with recipients and advertising messages. Many brands resigned from the campaigns conducted so far and decided to apply solutions typical of real-time marketing, which in practice meant adapting in terms of persuasion and language to the circumstances of the ongoing pandemic in order to establish the expected agreement with preferred recipients and influence their purchasing decisions or to elicit a different kind of involvement. The aim of the article is to analyze - both graphically and linguistically - the observed impact of the coronavirus pandemic on the advertising communication of selected brands based on their advertising creations. In order to standardize and narrow down the material being the subject of the analysis, only those advertisements that appeared in the outdoor space (both single and part of more complex campaigns) were included in the research body. The leitmotif of the text is the thesis that public space, in the era of new restrictions imposed on society, including mobility, has become a special place where the outdoor message gained importance and had a chance to make an exceptionally strong impression on the recipients. 10.18778/8220-710-1.13 83bfe9c9-323d-4283-b087-d859fd9af314 9788382207118 9788382207101 213-226 open access |
| spellingShingle | real-time marketing storytelling marketing advertising news service creativity media studies Rakoczy, Anna Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice |
| title | Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice |
| title_full | Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice |
| title_fullStr | Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice |
| title_full_unstemmed | Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice |
| title_short | Chapter The impact of the coronavirus pandemic on advertising communication of brands in the outdoor space. Real-time marketing in practice |
| title_sort | chapter the impact of the coronavirus pandemic on advertising communication of brands in the outdoor space real time marketing in practice |
| topic | real-time marketing storytelling marketing advertising news service creativity media studies |
| topic_facet | real-time marketing storytelling marketing advertising news service creativity media studies |
| url | ONIX_20250307_9788382207118_1331 |
| work_keys_str_mv | AT rakoczyanna chaptertheimpactofthecoronaviruspandemiconadvertisingcommunicationofbrandsintheoutdoorspacerealtimemarketinginpractice |