ADVERTISING IN THE AGE OFCOVID-19The novel coronavirus (COVID-19) has forced immediate, far-reaching lifestyle shifts for Americanconsumers. With most of the country sheltering in place and as people make massive changes to howand when they work (if they are working at all), the pandemic has swiftly transformed all aspects ofdaily life, including how consumers engage with the media and retail landscapes.Its unlikely that consumers lives will return to normal in the near future. And as theyve adapted theirmedia and shopping habits to manage their lives through the pandemic, those changes are likelybecoming embedded as part of the new normal that will emerge as the country recovers.Advertisers have experienced similar whiplash as much of the economy has come to a halt. Faced withuncertainty about the future, many companies are responding by trying to freeze all activity, fromhiring to marketing. But stopping and cutting all activity can only persist for so long without dramaticdownstream eects. Adaptation will be the key to survival, and the marketers who can begin tostrategically evolve their approach to changing consumer behaviors now will be way ahead of thegame when consumers nd post-pandemic balance.Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved.CHANGING MEDIA HABITSAs people spend more time indoors, theyre turning to various forms of media for information,connectivity and escape. For advertisers, that means large ...
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