Business Services Industry
ARGENTINA: CRISIS MARKETING: TO DO OR NOT DO ADVERTISING?
IPR Strategic Business Information Database, June, 2009
CAME has reported that accroding to Dr. Miguel A. Pereira, Marketing professor of ESADE Business School Campus Buenos Aires, the first change to do with respect to Advertising in time of crisis is to change the general message content. "Rememeber that now we are talking about a fearful client, as a consumer who wants to feel responsible, pleasant, intelligent and supportive.
Our message should not only has to cover the basic need to meet the product / service we are offering, also needs to cover the psychological need for security, liability and perhaps even social commitment. On the other hand, we should probably provide a product(or a combination) that did not exist until that time and, therefore, is new in the market. And we must also communicate that we...
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