Expert answer:Unit 5 Discussion

Expert answer:Sound advertising practices include the “CAN elements” of connectedness, appropriateness and novelty that are important for a creative advertisement. This means that the audience can relate to the advertisement on some level; the ad provides information and is appropriate; and the ad is fresh and unexpected. However, the advertisement novelty should not overwhelm the message. We have all seen advertisements which were very novel or creative, but when they were finished, we could not remember the product or service they were attempting to sell.Topic 1: CAN Advertising ElementsUsing the CAN elements as covered on page 262 of the textbook:Pg. 262: Creativity: The CAN ElementsAlthough identifying advertising creativity is challenging, there is some agreement that “creative” ads share three common features: connectedness, appropriateness, and novelty. These are the “CAN” elements.8Connectedness Connectedness addresses whether an advertisement reflects empathy, creates a bond, and is relevant with the target audience’s basic needs and wants as they relate to making a brand-choice decision in a product category. For example, if competitive price and speed of delivery are paramount to corporate purchasing agents, then ads that reflect these motivations are connected.Appropriateness Appropriateness means that an advertisement must provide information that is pertinent to the advertised brand relative to other brands in the product category. An advertisement is appropriate to the extent that the message is on target for delivering the brand’s positioning strategy and capturing the brand’s relative strengths and weaknesses vis-a-vis competitive brands. Appropriate ads also are coherent in the sense that all message elements work in concert to deliver a singular, unambiguous message.Novelty Novel ads are unique, fresh, and unexpected. They differ from consumers’ expectations of a typical ad for a brand in a particular product category. Novelty draws consumers’ attention to an ad so that they engage in more effortful information processing, such as attempting to comprehend the meaning of the advertised brand. Unoriginal advertising is unable to break through the competitive clutter and grab the consumer’s attention.Advertising agencies sometimes develop ads that are unique, different, unexpected, and weird. Yet, novel advertisements can be considered creative only if they also are connected and appropriate. Such ads CAN be effective!Discuss an advertisement that you have seen on the Internet and how it meets or does not meet these CAN requirements.Make sure to provide the URL link to the advertisement. Then respond to your classmates’ postings.

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