MRG Evening Meeting – Advertising during the Corona Crisis
Published on 23 09 2020On Tuesday, September 22nd, CEO Lucas Hulsebos presented the results of multiple studies DVJ conducted during the Corona Crisis, at the MRG September 2020 Evening Meeting. The article ‘Advertising during the Corona Crisis’ was the subject of the digital presentation.
A frequently heard statement is that you shouldn’t stop advertising during a crisis: “You have to be present with your brand now, and offer people fun content. When people start looking for your brand again, you need to be top-of-mind.” ‘Experts’ reference existing and sometimes non-existent research that would substantiate this statement. In addition, advertisers use the current COVID-19 situation to meet a new need or show sympathy for society. Rarely has the word “together” been used so often in advertising. But of course, the question stands whether it is true that advertising can make the difference now, and how it can best be done? To get a complete picture and provide advertisers a little more direction, DVJ has brought together three different studies or projects. In the first place, during the Brand Growth vision interviews, more than 25 marketing managers were asked how they deal with the current Corona crisis. In addition, we performed a meta-analysis on existing data to better understand the relationship between communication and sales. And finally, DVJ tested over a hundred TV commercials and online video ads in three markets to understand if and how the content of communications should be tailored to the current situation.