Advertising as an institutional crisis management tool during the Corona pandemic

Document Type : Original Article

Authors

1 Faculty of Applied Arts

2 Faculty of Applied Arts, Helwan University

3 Applied Arts - Helwan University

Abstract

The current crisis that the world is witnessing due to the Corona pandemic has lost the world its balance and has profound effects in all economic sectors and global markets as a result of the precautionary measures and restrictions imposed by most of the countries of the world to contain the disease, these measures led to the impact of all economic activities and low demand for the production of most activities, which It affected the ability of all companies to produce and continue in the market and retain workers and continue to pay their salaries in these difficult circumstances, and then you will not be able to survive in the market except companies able to bear for long periods, and the field of advertising in Egypt has been affected in a weak way after the Corona crisis, and many have changed One of the companies' advertising strategy in an attempt to confront the crisis and reduce its negative effects.
The crisis is a critical and confusing situation that any company is going through, and it requires intelligence and speed in dealing with an in-depth study of the general situation in order for the Foundation's messages to be more realistic and useful and its choices are based on a sound basis in order to be able to transform it into a tangible benefit that can be translated into future projects for the benefit of the Foundation.
The company’s advertisements are of great importance in the management of the Corona crisis. The crisis advertisements the declaration that depends on the design of its advertising message on the sympathy of the public, and this is the opposite of the commercial advertising that plays the main role in promoting and selling the product. And improving its reputation because it allows to provide quick responses to the crisis with a unified voice while presenting the various messages of the organization in an organized manner through many multiple communication channels, so direct communication occurs with a large number of audiences with creating positive attitudes and improving positive feelings directly towards the institution in the eyes of consumers

Keywords

Main Subjects

References

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    أولاً : مراجعالعربية :

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    ثانياً: مراجعالأجنبية:

    1. Ganga S. Dhanesha, Krishnamurthy Sriramesh: Culture and Crisis Communication: Nestle India's Maggi Noodles Case , Journal of International Management, 2017 ,p 2- https://doi.org/10.1016/j.intman.2017.12.004
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    3. Benjamin Ho, Wonsun Shin & Augustine Pang: Corporate crisis advertising (A framework examining the use and effects of corporate advertising before and after crises) - Research Collection Lee Kong Chian School of Business. -Journal of Marketing Communications-Vol 23-2016-p4
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    6. Kathleen Cleeren : Using advertising and price to mitigate losses in a product harm crisis- Kelley School of Business-Indiana University-Published by Elsevier Inc business- 2014 -p160.

    ثالثاً: مواقعالإنترنت:

    1. https://www.almasryalyoum.com/news/details/1270268-10-6--2020
    2. http://inspiredbrands.byethost32.com/wp/12-6--2020
    3. https://www.dostor.org/3039981-16-6--2020
    4. https://www.masrawy.com/news/news_various/details/2020/3/24/1749719-10-6--2020
    5. https://www.facebook.com/esiicegypt/photos/a.116728861754169/285972622745440-15-6--2020
    6. https://www.facebook.com/esiicegypt/photos/a.116728861754169/2864534476973580--17-6--2020
    7. https://www.youtube.com/watch?v=ApFct62Y9zg-10-6--2020
    8. https://www.alarabiya.net/ar/aswaq/companies/2020/05/28/-10-6--2020
    9. https://cottonilonline.com/en/-10-6--2020
    10. https://almalnews.com /-10-6--2020
    11. https://www.facebook.com/McDonaldsEgypt/photos/?ref=page_internal-14-6--2020

     

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