Creative Approaches in Advertising Goods and Services during the COVID-19 Pandemic

Abstract

The article analyses new approaches to advertising during COVID-19 pandemic. The relevance of this topic is justified by the need to study the new conditions faced by the advertising sector. Analysis of market trends and expert forecasts will allow advertising specialists to build a new promotion strategy, improve communication channels and minimize losses. The article also pays attention to trends that are relevant in the context of the topic under study. The purpose of this paper is to review advertising market trends and creative approaches used in response to the coronavirus pandemic. The paper presents examples of how brand advertising has changed and how the consumer reacted to these changes. The study used the following methods: traditional analysis of documents (scientific and professional articles, as well as commercials on social networks and TV), generalization, comparative analysis, sociological survey in the form of an online survey. The COVID-19 coronavirus pandemic has become the main news feed, a serious problem in 2020 and 2021. One of the consequences was the need to change the strategies of most firms. Brands began to change their approach to advertising. Creativity was redirected to the digital environment, which began to develop even more actively through new technologies and formats. According to the authors, the situation that has developed in connection with the rapid spread of coronavirus infection has led to a change in the priorities of brands, in particular, has led to an increase in attention to consumer health. To this end, many companies used their resources to produce the necessary medical equipment, masks, etc., even if this led to significant losses. These changes are likely not to go away with the end of the COVID-19 pandemic.