©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
What should an advertiser do when its industry is being ravaged in the news media amid a crisis of historic proportions? Go quiet until the trouble passes, or continue to engage directly with paid messaging? The recent crisis faced by the financial and automotive industries provides two excellent cases in point, with lessons for marketers in all categories.
This week, at the Advertising Research Foundation’s Annual ReThink Conference, my colleague Brad Fay joined with Mediavest’s David Schiffman to address this topic. Their paper is based on more than two years of continuous research that spanned the periods before, during, and since the height of the economic crises facing the financial services and automotive industries.