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Changes in the Advertising Industry in the Context of the Global Lockdown-2020: Economic and Social Issues
Buchna Y. A., Davydov D. S.

Buchna, Yuliia A., and Davydov, Denys S. (2020) “Changes in the Advertising Industry in the Context of the Global Lockdown-2020: Economic and Social Issues.” Business Inform 10:413–419.
https://doi.org/10.32983/2222-4459-2020-10-413-419

Section: Management and Marketing

Article is written in English
Downloads/views: 2

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UDC 659.1:005.1-048.76]:614.46(100)

Abstract:
The article is aimed at highlighting major changes in advertising and marketing at the international level as a result of the coronavirus pandemic and the resulted global economic crisis. When carrying out a detailed analysis of scientific articles, the main trends were identified, according to which the modern advertising industry in the world will continue to change, and a vision of possible ways to further develop the situation in the context of the international crisis in the economy has been formed. The key indicators of the economic crisis have been defined and their impact on the decisions of advertising agencies on the choice of means, channels and content of advertising campaigns is highlighted. A new direction has been formed in which advertising agencies implement and promote their own campaigns. The relevance of on-line advertising during the lockdown period is substantiated, namely, advertising on social networks, video resources and streaming platforms; advertising embedded in online games, etc. Benefits of broadcasting advertising through on-line channels compared to traditional advertising methods are allocated and substantiated. Prospect of this direction of research is to determine the most effective methods and topics of on-line advertising in order to reach a new audience and increase the customer base of advertising agencies. For in today’s world information technology occupies the position of the most actual way to move business forward in any sphere, a significant share of investments are made in new ad formats, payment models and technology solutions that meet or surpass global industry standards. Further development of the sphere of digital advertising can lead to even more displacement of the off-line methods of advertising from the market: because the end consumers no longer use a PC in order to go on-line, but more often browse the Internet resources from their portable devices.

Keywords: advertising campaign, on-line advertising, advertising agency, world crisis.

Fig.: 3. Bibl.: 8.

Buchna Yuliia A. – Masters Student, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Davydov Denys S. – Candidate of Sciences (Economics), Associate Professor, Director, Karazin Center for Entrepreneurship, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

List of references in article

“COVID Ad Spend Impact 2020 & 2021: Light at the End of the Tunnel“. https://www.iab.com/insights/covid-ad-spend-impact-2020-2021-light-at-the-end-of-the-tunnel/
DiResta, A. et al. “The Impact of COVID-19 on Your Advertising and Marketing Campaigns“. https://www.hklaw.com/en/insights/publications/2020/04/the-impact-of-covid19-on-your-advertising-and-marketing-campaigns
Li, C., and Hall, S. “This is how COVID-19 is affecting the advertising industry“. https://www.weforum.org/agenda/2020/06/coronavirus-advertising-marketing-covid19-pandemic-business/
Makani, S. “Covid-19's impact on global ad spending and its fallout on the Indian advertising industry“. https://bestmediainfo.com/2020/06/covid-19-s-impact-on-global-ad-spending-and-its-fallout-on-indian-advertising-industry/
Murphy, D. “COVID-19s impact on the advertising industry“. https://mobilemarketingmagazine.com/covid-19s-impact-on-the-advertising-industry
Nair, P., and Vardhan, H. “Coronavirus impact: How the Indian ad industry is dealing with uncertainty“. https://brandequity.economictimes.indiatimes.com/news/industry/covid-19-impact-how-the-indian-ad-industry-is-dealing-with-uncertainty/74682372
Schwab, P. “COVID-19: 9 specific impacts on the advertising industry and its future“. https://www.intotheminds.com/blog/en/covid-impact-advertising-industry/
“The Impact of COVID-19 on the Digital Advertising Industry“. https://www.vendasta.com/blog/the-impact-of-covid-19-on-the-digital-advertising-industry/

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