The same recipe works in Norway, but not as well in the USA
Published
Kampanje, a Norwegian trade publication for marketing and advertising, writes about a recipe for reaching people that works well in Norway. In the USA, however, it is less effective. The article is short, but it points to an important difference between the two countries.
According to the article, people's attention is directed in many different directions. There are many channels, websites and news sources, and a message therefore does not always reach everyone. People spend their time on different things, and this makes it more difficult to reach a large group at the same time.
An important part of the explanation is that people with different political views or views on society often use completely different media. When recipients have such different sources, the same message can be perceived in very different ways. This makes it more difficult to build a shared understanding or to get through with one and the same message.
For Norwegian players in the communications industry, the difference between the countries is interesting. Experiences from the USA show that a method that works in one country does not necessarily work in another. It is therefore important to adapt the strategy to the media landscape and to the groups one wants to reach.
Sources: Kampanje
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