Peter Field, marketing and advertising effectiveness expert, recently joined thinktv for an insightful webinar, during which he made a compelling argument for continuing to advertise during the current crisis.
As part of his ongoing research into advertising effectiveness, Field analyzed the effectiveness of various advertising approaches during the global financial crisis of 2008-09 and shared critical lessons for marketers in the seminal work, Advertising in a Downturn. His most recent paper, Advertising in Recession, Long, Short or Dark? builds on that work to conclude that, although the current crisis is unique, the lessons for marketers from previous downturns still apply. The first lesson: Keep advertising (if you can).Read More
The entertainment industry has been deeply affected by the disruptions cause by the global COVID-19 pandemic, and its repercussions will continue to be felt in the short to medium term.
Thankfully, sponsorship agreements often have cancellation and postponement clauses, but they are rarely used and some could benefit from a little clarification.
Within this context, how can partners agree on the best course of action to minimize the negative consequences of this global crisis? What follows are some topics of discussion to help you analyze your legal obligations and think beyond the contract so you can find solutions that are favourable for all parties involved…Read More
The leadership team at Hotspex has been carefully monitoring the COVID-19 situation and after thoughtful consideration of the context, research respondents and client needs, has prepared the following guidance on conducting market research during the crisis. These are guidelines only and are not necessarily absolute truths.
Our field partners are informing us that survey demand (clients fielding projects) and supply (respondents participating) are holding steady, with no loss of response quality. Our own experiences fielding online research remains unaffected – including fielding in China at the peak of the crisis, which likely bodes well for fielding in the coming weeks elsewhere in the world…Read More
As the world grapples with the growing COVID-19 pandemic, many marketers have hit the pause button on new campaigns and product launches. However, that doesn’t mean they’ve gone completely dark.
Across sectors, brands are putting their talents and resources into the fight against COVID-19. Brewers and distillers are retooling their manufacturing facilities to make hand sanitizer; global fashion brands are making masks and gowns for healthcare workers; and grocery stores are feeding kids who are out of school—to name just a few.
While lending a hand in this crisis is unequivocally the right thing for brands to do, consumers also increasingly expect companies to make a positive difference in the world. Numerous studies show…Read More