Distance communication: advertising in México in the health emergency, coincidences and divergences
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Abstract
Among its functions, strategic planning is to foresee possible contingencies that may arise inside and outside the organizations, in order to be prepared and have the best tactics and tools in a crisis situation (Sallenave, 2002). There are even those who think that most of the adverse situations that organizations face are caused by them (Costa, 2018). There are crises for which there is no protocol, such as the health crisis due to COVID-19. The methodology of this work consists of a review of advertising audiovisual material in Mexico of the phenomenology around brand communication in the face of the pandemic and a comparison through categories of analysis. The objective of this research work is to establish coincidences and divergences between brand communication campaigns in Mexico and contrast them against a state of the art built for this purpose.
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