ADVERTISING COMMUNICATION DURING CRISIS

Silvia-Mihaela Pavel Ph. D Student
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Silvia-Mihaela Pavel Ph. D Student: University of Craiova Faculty of Economics and Business Administration Craiova, Romania

Annals of University of Craiova - Economic Sciences Series, 2010, vol. 3, issue 38, 12

Abstract: 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″.

Keywords: crisis communication; advertising communication; corporate image; stock market crash; crisis management; ConsumActor; non-media channels (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:aio:aucsse:v:3:y:2010:i:12:p:282-293

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