ADVERTISING COMMUNICATION DURING CRISIS
Crisis communication and advertising communication are a priori diametrically opposed. Advertising is not the appropriate tool in times of crisis, but offers prospects that other tools do not possess. Despite its many faults, advertising can help a ″classic″ crisis communication. We will try to confront the general conclusions drawn about the relevance of the crisis advertising, with a particular situation, the global automotive market, customizing by the study of the crisis advertising played by the brand BMW. We will base our observations on a corpus of advertisements issued within the crisis global campaign ″Joy is BMW″, confronted with a renowned campaign conducted by BMW Group in 2001 and 2002, ″The Hire″.
Year of publication: |
2010
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Authors: | Student, Silvia-Mihaela Pavel Ph. D |
Published in: |
Annals of University of Craiova - Economic Sciences Series. - Facultatea de Economie şi Administrarea Afacerilor, ISSN 1223-365X. - Vol. 3.2010, 38, p. 12-12
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Publisher: |
Facultatea de Economie şi Administrarea Afacerilor |
Subject: | crisis communication | advertising communication | corporate image | stock market crash | crisis management | ConsumActor | non-media channels |
Saved in:
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