Sound, creative advertising practices include the CAN elements: connectedness, appropriateness, and novelty (Shimp & Andrews, 2018, p. 204). This means that the audience can relate to the advertisement on some level; the ad provides appropriate information for the consumer’s needs; all marketing communications are consistent; and the ad is fresh and unexpected. With all of those elements in mind, the advertisement novelty should not overwhelm the message. You have seen advertisements that were very original or creative, but they were not memorable. Beyond Shimp and Andrews (2018), CAN elements is the notion of stickiness, and the six factors that determine whether an ad is sticky will be remembered by the audience and will change their opinions or behavior. Additionally, advertisements have a purpose. The advertiser is trying to remind the consumer about a product or service, inform the consumer of a product or service, or persuade the consumer to buy the product or service, try it, or get more information about it. All of these concepts make up sound advertising practices in marcom.
Ads that Stick and More
Using the six stickiness factors (Shimp & Andrews, 2018) on pages 204–205:
- Discuss an advertisement that you have seen on the Internet or on television and how it meets or does not meet these sticky ad requirements. Provide the name of the advertiser/product.
- Summarize the ad and discuss what the advertiser is trying to accomplish with the ad. Is the focus to remind, inform, or persuade the audience?
- What, if anything, would you change about this advertisement to make it stickier?
- Is there anything you would do to improve the ad overall?
Make sure to provide the URL link to the advertisement if from the Internet. Then respond to your classmates’ postings.
Reference
Andrews, C. J., & Shimp, T. A. (2018). Advertising, promotion, and other aspects of integrated marketing communications (10th ed.). Cengage.
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