"Dr. Hachtmann has brought research on crisis response advertising to a new height. Insights from this timely study have strong implications for advertising research, management, and education globally. The book is an informative and enlightening read for scholars, practitioners, and the general public who are interested in advertising practice during the pandemic and thereafter."
Hong Cheng, University of Southern Illinois, USA
"Frauke's book is an excellent, well-researched articulation of how brands can strategically respond to complex crises with a human-centric approach. Brands, agencies, and consultants alike can learn much from her in-depth studies in the space."
Madison Cameron, David&Goliath, USA.
"The COVID-19 crisis confronted brands with many unfamiliar and far-reaching challenges. This book synthesizes the resulting nuanced layers of information and experiences into practical strategies and a unique Complex Crisis Response Advertising (CCRA) model that will benefit students, researchers, and professionals across the disciples of advertising, marketing, corporate communications, and journalism."
Scott Hamula, Ithaca College, USA.
"If you're a seasoned professional, or just starting out and you advertise, you'll eventually face upheavals in your community and our world. Here are proven strategies from those that had to adapt in the greatest crisis of a generation. A must read for those preparing for the future."
Hal Vincent, Elon University, USA.
"This book makes a unique and valuable contribution to the literature in crisis communication by combining a rigorous grounded-theory research approach with accessible practical perspectives from advertising industry professionals sharing their first-hand insights experiencing the rapid, dramatic, and existential changes brought on by the COVID-19 global pandemic."
Karen J. Cannon, Cal Poly, San Luis Obispo, USA
"The COVID-19 crisis confronted brands with many unfamiliar and far-reaching challenges. This book synthesizes the resulting nuanced layers of information and experiences into practical strategies and a unique Complex Crisis Response Advertising (CCRA) model that will benefit students, researchers, and professionals across the disciples of advertising, marketing, corporate communications, and journalism."
Scott Hamula, Ithaca College, USA.
"Frauke's book is an excellent, well-researched articulation of how brands can strategically respond to complex crises with a human-centric approach. Brands, agencies, and consultants alike can learn much from her in-depth studies in the space."
Madison Cameron, David&Goliath, USA.
"If you're a seasoned professional, or just starting out and you advertise, you'll eventually face upheavals in your community and our world. Here are proven strategies from those that had to adapt in the greatest crisis of a generation. A must read for those preparing for the future."
Hal Vincent, Elon University, USA.
