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Usp Vs Covid 19: Changes in Commercial Advertisements

Publication Type : Journal Article

Publisher : Annals of the Romanian 

Source : Annals of the Romanian

Url :

Campus : Kochi

School : School of Arts and Sciences

Year : 2021

Abstract : Advertisement is a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy. Therefore, without any hesitation we can say that „Advertisement‟ plays an important role in our daily life. Through advertisements or commercials, we come to know about new products launched in market. Many of us are buying products after watching commercials. We fix our brand of each and every product even if it is food item, clothing, cosmetics, cleaning products or electronic items by the frequent watching of commercials. Advertisements persuade the consumer to make decisions on buying the product. Usually, advertisements created by the company will have factors that define and project the Unique Selling Proposition (USP) of the Brand to the consumers. But after the sudden outbreak of Covid 19 the market became dull due to the financial crisis of the consumers, because this small virus highly affected or downhill the economic status of each and every country. This affected the income of the families and they stopped shopping through offline and online. This situation deadly affected market. Both Consumption and Production of products bring to a standstill. To retain the market and create an attention among consumers, companies promote their products in advertisements relate with Covid 19. This shows Covid 19 becomes a Unique Selling Proposition (USP) of each product to sustain in market during crisis. They started changing their marketing strategy by changing the advertisement without changing the product. They restructured their advertisement by adding the tagline „Stay Safe‟ or Protection from Corona Virus. Most of the advertising agencies made Social Medias as one of their important platforms during this period. Here they have no time and space constrains. People enjoy these advertisements very much as they also have time to watch these advertisements. Many more people started online shopping during this pandemic situation. So, advertising companies exhibit their advertisements in online shopping sites like amazon, flipkart etc... Companies changed their strategy in advertising by changing the narrative part. Did the consumers believe these types of advertisements? How did they conceive these types of advertisements? Did they buy any product after watching these advertisements?

Cite this Research Publication : Usp Vs Covid 19: Changes in Commercial Advertisements, Annals of the Romanian Vol. 25 No. 6 (2021) Publsihed, May-21

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