Studies showcase hopeful facts for organizations weighing the risks and opportunities of marketing during COVID-19

A pair of studies conducted in the midst of the COVID-19 crisis reveal two hopeful facts for organizations weighing the risks and opportunities of marketing during a global pandemic: 1) consumers still want to hear from brands; and 2) more Americans than not believe advertisers should carry on as normal. The crucial question is, what messages should brands communicate—and how? Drawing from historic research and literature on past pandemics and recessions, and examining what we have already learned from the coronavirus threat, Beth Egan, associate professor at Syracuse University’s S.I.…

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