La publicidad como táctica de respuesta a las situaciones de crisis

Abstract

Communication in crisis management is a major asset for companies and institutions, especially taking into account the role played by so-called “intangibles”, i.e. corporate image and identity, in the correct development of the commercial, political and even social activity. Therefore, crisis management can be studied as a communicational problem to be solved, but also referring to the type of crisis, its features, its timing or outcome and even tactics and strategies used for a possible resolution. This paper focuses on how advertising can be employed to counteract communicational effects of a crisis by examining several cases of crisis which will show the range of possibilities offered by advertising in this context.