Despite crisis, organisations must continue advertising to build brand equity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2020, 11:12 AM UTC

85% of consumers either approve of or are impartial to businesses continuing to advertise, as per GlobalWebIndex.

This article states brands must continue ad campaigns as they help drive demand for products and services and keep the economy functioning even during a crisis. Advertisers must focus on building a positive perception among consumers through supportive ad campaigns to build brand equity in the long-term.

Advertising revenue further enables businesses to support the news industry that provides necessary information during challenging times. The article shares that 60% of consumers are watching more news, while the consumption of broadcast TV has increased 40%.

While some brands like Coca-Cola have shrunk their brand marketing activities, ads that “provide practical information” are favoured by 96% of consumers. The author contends brands that continue advertising will be the ones to survive the pandemic.

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