By Katherine Weider
The introduction of the iPod more than a decade ago led the Vatican to ask two questions – Is it good? And is it useful? Church officials weren't concerned with how much it cost, or where they could get it. They simply wanted to know whether or not it would be of use in everyday life.
Turns out, these two questions apply to the advertising world as well, and are considered when it comes to the strategic planning of an ad campaign. The success of an ad depends on how well a message is presented to an audience; it must make people feel a need for the product or service being sold. In order to create a good and useful ad, one must first have a full understanding of their audience’s culture and historical background. It is only from there, after considering a country’s cultural norms, that an advertiser can create an ad that is relevant to their audiences’ way of life.
The introduction of the iPod more than a decade ago led the Vatican to ask two questions – Is it good? And is it useful? Church officials weren't concerned with how much it cost, or where they could get it. They simply wanted to know whether or not it would be of use in everyday life.
Turns out, these two questions apply to the advertising world as well, and are considered when it comes to the strategic planning of an ad campaign. The success of an ad depends on how well a message is presented to an audience; it must make people feel a need for the product or service being sold. In order to create a good and useful ad, one must first have a full understanding of their audience’s culture and historical background. It is only from there, after considering a country’s cultural norms, that an advertiser can create an ad that is relevant to their audiences’ way of life.
