Audience Expectations of Advertising during the Covid-19 Pandemic: Evidence from an Approach–Avoidance Theory Study in Ghana

Abstract Covid-19 (an acronym for the coronavirus disease of 2019) has revised how businesses the world over act, including how they engage their targets. As audiences battle the barrage of Covid-19 information already fighting for their attention, the boundaries of the already complex task of catching and retaining their attention is being re-defined. A cursory observation would show that, during the pandemic, brand advertising has evolved. Promotional messages deployed during the pandemic, particularly at its onset and during peak times, often include references to the pandemic either by way of providing education or solidarising with consumers. How well is this strategy in advertising messaging fitted to audience desires and to what extent does it dis/encourage audience engagement? This article reports on a study that was informed by approach–avoidance theory and explored audience expectations of and responses to advertising messages during the Covid-19 pandemic. Survey data from a sample of advertising audiences in Ghana served as the basis of the exploration. It found that the audience deemed it appropriate for brands to include pandemic information in their advertising and were unreceptive to advertisements (hereafter ads) that have a self-serving (i.e. focused only on the brand) ethos. There were, however, nuances to preference levels towards different themes of pandemic message infusions. These, along with their theoretical implications are discussed in the article.