Advertising Strategies of Selected Brands in Times of Covid-19: A Comparative Analysis

The year 2020 was a difficult year for the advertising industry. The advertising business has been upended by the Coronavirus, along with other sectors of the global economy. The advertising sector was one of the first to be affected as its investments were cut back. The advertising industry had to bear the loss in many ways. For example, advertisers were hit tremendously due to a fall in sales, a fall in audiences for live sports and events, and in-person pitch meetings were cancelled. To overcome the loss in the advertising business the advertising agencies and advertisers had to change their advertising strategies. The brands which were previously advertising on traditional media have to shift to digital advertising. Those brands which were already using digital advertising had to upgrade their technologies and creativity to fight for their place in the market. In this light, the selected study aims to identify and compare the advertising strategies of selected brands. The research is based on the qualitative research approach which covers data from a secondary source of information. The study would also help in estimating future strategies for advertising campaigns.