Shifting trend: A man wearing a protective face mask walks past an empty commercial billboard at a bus stop in Beijing. A survey by DAN of clients in China, among others, indicate that people are spending more time at home and that some brands have responded by shifting spend from offline media to online. — AFP
PETALING JAYA: The coronavirus (Covid-19) outbreak, which has now been declared a pandemic by the World Health Organisation (WHO), could take a hit on advertising expenditure (adex) but brands which maintain or increase their spending may reap a stronger presence over the long term.
A recent survey by Dentsu Aegis Network (DAN) showed that brands which maintain or increase their adex during times of change could win the hearts and minds of consumers and sustain long-term growth.
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