Marketing Currents - Business and Marketing Current Events

CVS, Olive Garden and Sam’s Club coronavirus ads rank high in likeability (MC)


Brands are moving quickly to adjust their marketing in response to the pandemic, and Ace Metrix suggests that certain types of messaging resonate with consumers. Ads that discuss the coronavirus are perceived as more relevant and likeable, signaling that, though news of the pandemic is omnipresent, many people want to discuss it and see how businesses are adjusting to fit new needs and mindsets.

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Discussion Questions:

  1. According to survey results referenced in this story, do consumers think brands should respond during the coronavirus pandemic?
  2. In your personal opinion, should brands respond during the pandemic? Why? How so?
  3. Do you think there is a risk associated with advertising during a health crisis? Why or why not?
  4. According to this story, should brands be referencing the pandemic by name? Why or why not?
  5. Why do you think the CVS, Olive Garden and Sam’s Club ads ranked high on likeability? Why is that important?

Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.