These are challenging times for the advertising industry. The past few months have seen advertising expenditures in much of the world decline substantially. The situation is likely to worsen at least somewhat in the near terms, with Statistica predicting that $26 billion in advertising revenue will be lost in the U.S. due to the COVID-19 pandemic (Vorhaus 2020). While no one can be certain how long the pandemic and its impact will be felt there appears to be consensus that recovery is likely to be difficult, and perhaps slower than recovery following the ‘Great Recession’ of 2008. While there are limits to what the industry itself can control, there is a clear need for advertisers and agencies to adapt to an environment that has dramatically almost overnight. The effect of the pandemic varies significantly by industry (e.g. airline vs. flour manufacturer), medium (e.g. digital vs. magazines), and primary market served (business to business vs. consumer). For example, I recently wrote a spice company who had to shift it marketing focus from chefs and foodservice to home cooks due to many hospitality industry businesses being on lockdown and in the process has to change pricing strategy, offer new flavours and package sizes, alter distribution channels, and change the focus of almost all of its promotion (Taylor 2020a). The need to adapt quickly to a changing environment is essential to many in the ad and marketing business. While the International Journal does not plan a special issue on the COVID-19 pandemic (our Routledge/Taylor & Francis sister journal, Journal of Advertising will be), submissions on the topic are welcome. As we cannot be certain of the duration of the pandemic, authors are especially encouraged to focus on broad implications of their findings that may apply when things eventually return to normal, whatever that may look like. While my intent here is not to outline a comprehensive set of areas ripe for research, I would like to map out a few that I believe to have special potential for research conducted during the pandemic. One area very ripe for research relates the effectiveness of corporate social responsibility (CSR) appeals. A recent survey by Berlin Cameron/Perksy study, a strong majority of young consumers believe that marketers can play a positive role during the COVID-19 crisis (Taylor 2020b). As it is common to see advertising appeals focussed on CSR during the pandemic, research on the effectiveness of various appeal types (e.g. consumer safety, employee welfare, honouring first responders, donations to charity) can be research using established theoretical frameworks (see Schaefer, Terlutter and Diehl (2020). Examining various factors including company/message fit, trust in the advertiser, and authenticity are also of interest (Bergkvist and Taylor 2016; Bergkvist and Zhou 2019). The construct of authenticity and its relationship with effectiveness and whether there is variation by generation would appear to be ripe for study during the pandemic.

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广告和COVID-19

对于广告行业来说，这是充满挑战的时期。在过去的几个月中，世界上许多地方的广告支出大幅下降。Statistica预测，由于COVID-19大流行，美国的广告收入将损失260亿美元（Vorhaus，2020年），至少在短期内这种情况可能会恶化。尽管没有人能确定该流行病及其影响会持续多久，但似乎已经达成共识，即复苏可能会很困难，而且可能比2008年“大萧条”后的复苏要慢。行业本身可以控制，因此广告商和代理商显然需要适应几乎一整夜的环境。大流行的影响因行业而异（例如航空公司与 面粉制造商），媒介（例如数字媒体与杂志）和主要市场（企业对企业与消费者）。例如，我最近写了一家香料公司，由于许多酒店业禁止销售，因此不得不将营销重点从大厨和餐饮服务转移到家庭厨师，并且在此过程中必须更改定价策略，提供新口味和包装尺寸，分销渠道，并改变了几乎所有推广的重点（Taylor 2020a）。对于广告和营销业务中的许多人来说，快速适应不断变化的环境至关重要。尽管《国际日报》并未计划就COVID-19大流行制定一期特殊杂志（我们的Routledge / Taylor和Francis姊妹期刊，《广告日报》将刊登），但欢迎就该主题提交论文。由于我们无法确定大流行的持续时间，因此特别鼓励作者关注其发现的广泛含义，这些含义可能在事情最终恢复正常时适用，无论看起来如何。虽然我的目的不是概述要研究的全面领域，但我想列出一些我认为在大流行期间进行的研究具有特殊潜力的领域。一个非常成熟的研究领域涉及企业社会责任（CSR）呼吁的有效性。柏林Cameron / Perksy最近的一项调查显示，绝大多数年轻消费者认为，营销人员可以在COVID-19危机期间发挥积极作用（Taylor 2020b）。在大流行期间，通常将广告申诉集中在企业社会责任上，因此对各种申诉类型（例如，Bergkvist和Zhou 2019）。在大流行期间，对真实性的构造及其与有效性的关系以及世代是否存在变异的研究似乎已经成熟。Bergkvist和Zhou 2019）。在大流行期间，对真实性的构造及其与有效性的关系以及世代是否存在变异的研究似乎已经成熟。