Once such sites are destroyed, they can never be resurrected confined to the pages of history, they may even be forgotten by new generations. Role suitable for advertising remind reinforce repeat purchase. This paper applies a meansend methodology to the development of advertising strategy. The meccas model is then used to evaluate the advertisements featuring the endorsement which link the celebrity brand desired attributes of authenticity, expertise and success to the consequence of trustworthiness and to personal value, in terms of a consumercelebrity brand relationship. A message strategy is the primary tactic or approach used to deliver the message theme. Compare and contrast corporate image advertising and corporate issue advertising, and provide an example of each. Use this guide to develop a 12month marketing plan and integrate it into your companys business plan. Understanding consumer decisionmaking with meansend. Mecca advertising specialties embroidered, silkscreened greek. Mecca advertising specialties embroidered, silkscreened. Request pdf translating meansend research into advertising strategy using the meccas model this paper illustrates the translation of actual research data of a meansend analysis into concrete. Through a wellplanned facebook marketing strategy, you reach your target audience more efficiently. Figure 2 defines each of the five key specification elements, four strategic and one executional.
Creating effective ads ppt 4 mgmt free download as powerpoint presentation. The university of baghdad was among the first universities to establish elearning education center for staffs and students who could not make themselves available for conventional education. Answer the meccas model is an acronym standing for means end. The arrival of national cosmetics phenomenon mecca cosmetica in perth is delivering a new retail experience for claremont shoppers. This paper illustrates the translation of actual research data of a meansend analysis into concrete advertising strategies using the so called meansend conceptualization of the components of advertising strategy commonly referred to as meccas model. Integrating the meansend approach into the product. Many green advertisers energy, automobile, technology, and so forth offer highinvolvement productsservices. The australian beauty retailers head of digital explains how content direct from the consumer can help foster greater brand trust and authenticity. Emotional advertising attempts to elicit powerful emotions which eventually lead to product recall and. The meccas model is an acronym standing for meansend conceptualization of components for advertising strategy. The effect of advertising format and meansend information on.
End conceptualization of components for advertising strategy provides a procedure for applying the concept of means end chains to the creation of advertising messages. This requires the specification of advertising strategy to be made in consumer terms, and grounded in theory, either from a cognitive processing andor a social psychological perspective. The birthplace of muhammad, it is the holiest city of islam and a pilgrimage site for devout. Environmental advertising claims in china and the u. Integrating the meansend approach into the product positioning process using the example of the head snowboarding travel boardbag in germany dipl.
Marketing communication is one of the major elements of four ps of marketing literature, and is popularly termed as promotion. Reaganbush 84, darden graduate school of business administration, university of va, uvam0340 customer profitability, darden business publishing, university of va, uvam0718 how competitive forces shape strategy, march. The meansend approach is based on a theory that product and service attributes are associated with consequences, or product benefits and risks. Message strategy the message theme, or the outline of the key ideas in the ad, is a central part of the creative brief. Reynolds and alyce byrd craddock abe model of benefit focus in advertising. Reynolds laddering theory, method, analysis, and interpretation thomas j. Explain the meccas model and discuss how it is used in. Meccas model the meccas model for specifying advertising strategy uses the same meansend conceptual framework of laddering. Modelbased development and testing of advertising messages a comparative study of two campaign proposals based on the meccas model and a conventional approach, by tino bechlarsen. Jul 22, 2016 how meccas usergenerated content strategy drives customer engagement. Meansends conceptualization of the components of advertising strategy.
Apr 29, 2015 message strategy the message theme, or the outline of the key ideas in the ad, is a central part of the creative brief. A brief has two purposes an integrated marketing campaign brief has two main purposes. Your one source for embroidered, silkscreened greek letter apparel and corporate promotional items. Creating effective and creative advertising messages. How meccas usergenerated content strategy drives customer engagement. The media consultant for the reaganbush 84 campaign identifies his goal as stopping and reversing a strong decline in support for president reagan. Answer the meccas model is an acronym standing for means.
The meansend approach to marketing and advertising strategy. The case also introduces the meccas framework for evaluating advertising copy and discusses theorydriven. Inspire us, your agency, to create the best possible campaign for you. The effect of advertising content and format on consumer expectations for a new apple variety was examined. Meccas stands for meansends conceptualization of the components of advertising strategy. Just because the pond is bigger, doesnt mean youll get bigger fish. The chapter is organized around two main categories of strategies that have been applied in advertising. The main results of the managerial study was that the implementation of the meccas guidelines for message development led to better agencyclient communication, which resulted in an improved common understanding of the objective of the campaign. Compare and contrast corporate image advertising and corporate issue advertising, and provide an. Meccas is defined as meansends conceptualization of the components of advertising strategy very rarely. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The application of meccas to advertising strategy development for the 1984 reaganbush presidential campaign, lesley bahner, populus, inc. Illustrate the use of the model by suggesting a strategy for an athletic shoe promotion. The application of the meccas model to the development and assessment of advertising strategy.
The model is useful in the development of a product strategy because it shows key elements that motivate consumers and what the connections are between the motivators and the more tangible product attributes. Meccas synonyms, meccas pronunciation, meccas translation, english dictionary definition of meccas. Nov 22, 2015 the application of meccas meansend conceptualization of the components of advertising strategy requires identifying five strategic factors for an advertising campaign. Reynolds and alyce byrd craddock abe model of benefit focus in advertising john r. Resonance advertising attempts to connect a product with a consumers past experiences in order to develop stronger ties between the product and the consumer. A meccas model conceptualization of advertising strategy. Meccas is based on meansendchain mec theory, which describes the individual consumers associations between product attributes, their consequences and the consumers personal values. Chain conceptualization for advertising strategy olson and reynolds, 2008. Appreciate the meccas model, laddering techniques, and their role in guiding message formulation. Recognize the role of corporate image and issue advertising.
Advertising theory means end theory meccas cocoonfxmedia. These analyses address issues of concern to marketing and advertising professionals and to. The key notion is that effective advertising emphasizes product attributes and usage consequences. This chapter focuses on the application of cognitive strategies to advertising design, an area that has received little attention from advertising researchers but is replete with examples of strategy application. With the help of marketing communication, marketers attempt to inform, persuade, incite, and remind consumers directly or indirectly about their marketing offers. Creating effective ads ppt 4 mgmt advertising brand. Request pdf translating meansend research into advertising strategy using the meccas model this paper illustrates the translation of actual research data of. The effect of advertising format and meansend information. Rochon mary kay cosmetics this paper applies a meansend methodology to the development of advertising strategy. The advertising agency involved is midtmarketing, ikast, denmark. Meccas meansends conceptualization of the components of. Reynolds and jonathan gutman application of the meccas model to the development and.
Reynolds and jonathan gutman meansend chains and laddering. There are three broad categories of message strategies. Craddock, the application of the meccas model to the development and assessment of advertising strategy. To illustrate how strategy can be specified with meccas, a summary derived from an as sessment of telecommunications ads gengler and reynolds, in press is.
Aug 19, 2010 ehrenburg model 1997 awareness trial reinforcement nudging let the customer know you exist doesnt have to be just advertising curiosity rather than persuasion could lead to trial of product. Translating meansend research into advertising strategy using the. California in particular has become a mecca for this new sport as locals cook up. The damage to meccas cultural and religious heritage is an irreversible aspect of the renovation strategy that is being conducted by the authorities. The message theme can be created using a number of message strategies. An excellent reference on the subject is a book edited by thomas j. The case describes the results of some of the motivational research used, and introduces a framework for evaluating advertising strategies.
Value orientation the end level to be focuses on in the advertising it serves as the driving force for the advertising execution. Reynolds and jonathan gutman application of the meccas model to the development and assessment of advertising strategy. Understand the concept of meansend chains and their role in advertising strategy. The application of the meccas model to the development and assessment of. Try and put it into practice on your next advertising campaign and. Meccas is listed in the worlds largest and most authoritative dictionary database of abbreviations and acronyms. Meccas definition of meccas by the free dictionary.
The model captures the effective execution of advertising that links product attributes with consumer values and the consequences of consuming the advertised product. Request pdf modelbased development and testing of advertising messages. A procedure including message elements, consumer benefits and driving force meccas, and the use of leverage points developed form the meansend analysis to activate values through advertising is presented. A welldesigned marketing plan can help you raise awareness of your business, attract more customers and boost sales. How is meansends conceptualization of the components of advertising strategy abbreviated. Ehrenburg model 1997 awareness trial reinforcement nudging let the customer know you exist doesnt have to be just advertising curiosity rather than persuasion could lead to trial of product. Inspire us, your agency, to create the best possible campaign for you by lending us your insights, your knowledge, and your ideas.
The application of the meccas model to the assessment of advertising strategy. The result of a meansend research effort is more persuasive communications that drive consumer behavior. How meccas usergenerated content strategy drives customer. Chain conceptualization of advertising strategy, grillo et al. Practical applications of the meccas model with regards to its original intent of developing advertising strategies have been conducted very rarely in a scientific. A comparative study of two campaign proposals based on the meccas model and a conventional approach traditionally, the. Cognitive strategies in advertising design springerlink. Understanding consumer decision making the meansend. The application of meccas meansend conceptualization of the components of advertising strategy requires identifying five strategic factors for an advertising campaign. The framework explained posted on july 6, 2010 by marketini the mecca model provides a framework that allows marketers to use a feedback loop to conduct consumer research and build a brand strategy simultaneously. Makes the consumer feel like they can do anything leverage point makes hot cool. Solved describe the meccas model for developing an.
In particular, the impact of presentation format whether advertisements contained a picture of the new apple variety or not and textual advertising claims, which communicated meansend information of differential cognitive strength and structure, was considered. Percy, the abe model of benefit focus in advertising. Meansend approach to understanding consumer decision making jerry c. May 01, 2001 the goal of this book is to help business managers and academic researchers understand the meansend perspective and the methods by which it is used, and to demonstrate how to use the meansend approach to develop better marketing and advertising strategy. Marketing communications edinburgh business school. Work on what you know best and use facebook as a source to improve your reach.
Translating meansend research into advertising strategy. Economia agroalimentare translating meansend research into advertising strategy using the meccas model this paper illustrates the translation of actual research data of a meansend analysis into concrete advertising strategies using the so called. Improving the quality of sales starts with better targeting. Explain the meccas model and discuss how it is used in advertising strategy formulation. Modelbased development and testing of advertising messages.