Advertising strategy meccas in terms of five broad characteristics that correspond to the. This elements have been discussed in detail thereby providing more relevant and up to date information on. Kari meccas whimsy flowers and trims sewing embellishments. Meccas in terms of five broad characteristics that correspond to the levels of abst. Reynolds and jonathan gutman 7 the application of the meccas model to the development and assessment of advertising strategy.
Mar 27, 2010 the mecca model provides a framework that allows marketers to use a feedback loop to conduct consumer research and build a brand strategy simultaneously. Your marketing plan is a vital part of your overall business plan and strategy. Craddock, the application of the meccas model to the development and assessment of advertising strategy. Explain the meccas model and discuss how it is used in advertising strategy from marketing 101 at murdoch university. Valuing celebrity endorsement advertising strategy using meccas. Meccas specification and example specification example driving force df the value orientation of the strategy. The article outlines key elements in developing marketing and advertising strategies.
The research results in communications and marketing efforts that are not. Available in a wide variety of colors, the yoga mat is made with a strong inner net layer for added durability. Meccas angel sold privately thoroughbred daily news. An ideal event is unique, lends itself to ancillary marketing activities and reflects or enhances the sponsors brand or corporate image kottler et al. Environmental advertising claims in china and the u. Request pdf translating meansend research into advertising strategy using the meccas model this paper illustrates the translation of. Marketing plan template small business administration. In this article, were going to look at the means end meccas advertising theory. Valuing celebrity endorsement advertising strategy using. This model states that advertisers require five elements to create an ad. Developing and assessing advertising strategy 6 advertising is image management thomas j. State the primary problem, or advertising issue, from brand managements. Peace of mind personal security leverage point lp the manner by which the advertising will tap into, reach, or activate the value or endlevel of focus. Meccas meansends conceptualization of the components of.
The media consultant for the reaganbush 84 campaign identifies his goal as stopping and reversing a strong decline in support for president reagan. The application of meccas meansend conceptualization of the components of advertising strategy requires identifying five strategic factors for an advertising campaign. T1 valuing celebrity endorsement advertising strategy using meccas. An effective marketing strategy for a product or service requires an understanding of. The case also introduces the meccas framework for evaluating advertising copy and discusses theorydriven. Marketing strategy plan 141 competitive media expenditure analysis 154 analyzing the data 164 international competitive analysis 166 managing media planning and buying 167 sources of marketing data 168 chapter seven strategy planning i. Figure 2 defines each of the five key specification elements, four strategic and one executional. Determining communication objective cognitive path affective path behavioral path.
The case describes the results of some of the motivational research used, and introduces a framework for evaluating advertising strategies. Marketing communication is one of the major elements of four ps of marketing literature, and is popularly termed as promotion. 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 get pdf 1 mb. The meansend approach is based on a theory that product and service attributes are associated with consequences, or product benefits and risks. Reynolds and gutman, 1984, to specify advertising strategy. Advertising theory means end theory meccas cocoonfxmedia. Advertising strategy mm 102 advertising strategy 5 emotional advertising attempts to elicit powerful emotions that eventually lead to product recall and choice.
Emotional advertising attempts to elicit powerful emotions which eventually lead to product recall and. Many emotions can be connected to products, including trust, reliability, friendship, happiness, security. In the process, viable alternative marketing positions can be created and tested. 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. Service branding models 10 the five components of brand architecture are discussed below. Attributes are also used in advertising by either stating that a. Marketing strategy our strategy is maintaining and increasing the appeal of consumer values through alternative peloton products, expediting purchasing process, and increasing brand appreciation and awareness beyond target markets. Means end conceptualization of the components of advertising strategy meccas is a framework based on the meansend chain theory of consumer. Modelbased development and testing of advertising messages. 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. Reynolds and alyce byrd craddock abe model of benefit focus in advertising john r. This model distinguishes five characteristics that categorize advertisements into five incremental levels of.
Explain the meccas model and discuss how it is used in. An unabashed commercial tool developed as a practical guide to using meansendchain data in marketing decisions is the meccas model meansend chain conceptualization for advertising strategy olsen and reynolds, 2008. This case study will pose an illustrative example for researchers and marketers alike and also lay. The case also introduces the meccas framework for evaluating advertising copy and discusses theorydriven comm. Apr 29, 2015 affective strategies fall into two categories.
Reynolds and jonathan gutman application of the meccas model to the development and assessment of advertising strategy. Our hope is that this outline will help you think through aspects of your proposed business operations and the channels you. They suggest a model which is driven by a computer presentation of questions relating to what the ad caused them to think. Winter marketing educators conference february 1720, 1985 phoenix, arizona the application of meccas meansend conceptualization of the components of advertising strategy requires identifying five strategic factors for an advertising campaign. Meansend conceptualization of components for advertising strategy.
Marketing strategy our strategy is maintaining and increasing the appeal of consumer values through alternative peloton. The meansend theory is broken down into five parts all playing a crucial role in advertising. Advertisements are messages paid by those who send them and are intended to inform or influence people who receive them, as defined by the advertising. Sport events and live communication are relevant tools for marketing and communication strategies. Quiz for mba on integrated marketing communications. This study explores what consumers value from celebrity endorsers for the evaluation of an actual campaign featuring jerry seinfeld as the endorser for the greater building society. The approaches and techniques discussed in this article. You may find ebook pdf kari meccas whimsy flowers and trims sewing embellishments with ribbon and fabric document other than just manuals as we also make available many user guides. Understanding consumer decisionmaking with meansend. The meccas model is beyond the scope of the present. Translating meansend research into advertising strategy using the. The following pages contain detailed information on how to write a marketing plan for your business.
In this case, an underlying study examined buying motives of male german recreational athletes with. Direct mail public relations the web and social networking direct sell sales promotion. Practical applications of the meccas model with regards to its original intent of developing advertising strategies have been conducted very rarely in a scientific context. Also explore over 11 similar quizzes in this category. Hundreds of public and private organisations rely on originsinfo. From fun items to the traditional, you can easily search. 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. Resonance advertising attempts to connect a product with a consumers past experiences in order to develop stronger ties between the product and the consumer. Advertising is no longer a hierarchy, in which the message of the brand is the. Advertising is mostly a monologue that does not obligate to pay attention and reaction. The marketing mecca judy cartretjenkins promotional. Chain conceptualization of advertising strategy, grillo et al.
Increasing vegetable increasing vegetable consumption. With the help of marketing communication, marketers attempt to inform, persuade, incite, and remind consumers directly or indirectly about their marketing offers. Who, where, and when 175 target selection 176 where to advertise 190 when to advertise 205. Which of the following factors is important when selecting celebrity. To do so, we will be working off the following goals by increasing the association between peloton products and values and improve the usage of. Understanding consumer decisionmaking with meansend research. Whether you are looking for a specific item or just browsing for ideas, our site is your onestop shopping source. 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. Translating meansend research into advertising strategy.
The application of the meccas model to the assessment of advertising strategy. The purpose of this article is to explain the use of one such framework, the meccas model. Reynolds and alyce byrd craddock 8 the abe model of benefit focus in advertising john r. 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. Breathe in, breath out, and meditate on our industryleading yoga exercise mat. Development and testing of a model of consideration set composition.
For this purpose, the meansends conceptualisation of the components of advertising strategy meccas model has been developed which builds on positioning products in terms of personal relevance to the consumer 7,8. This case study will pose an illustrative example for researchers and marketers alike and also lay basis for further scrutiny of meansend theory in general. An excellent reference on the subject is a book edited by thomas j. Selecting the relevant brand context all brands are selected within a specific context. Reynolds and alyce byrd craddock abe model of benefit focus in advertising. This paper applies a meansend methodology to the development of advertising strategy.
Express mail meccas model meansend conceptualization of the components of advertising strategy meansend approach. Advertising plans and strategy advertising strategy an advertising message that communicates the brands primary benefits or how it can solve a consumers problem. An unabashed commercial tool developed as a practical guide to using meansendchain data in marketing decisions is the meccas model meansend chain conceptualization for advertising strategy olson and reynolds, 2008. The application of the meccas model to the development and assessment of advertising strategy. Ameans end chainbladdercmeccasdinterconnectevalue connectans. Solved describe the meccas model for developing an. Meccas is based on meansendchain mec theory, which describes the individual consumers associations between product attributes, their consequences and the consumers personal values. Entering mecca for modern target marketing pilgrims originsinfo. This model distinguishes five characteristics that categorize advertisements into five incremental levels of greenness. The product attributes, consumer benefits, leverage points, personal appeals and the executive frameworks. Means end model explained laddering this little piggie. Meccas stands for meansends conceptualization of the components of advertising strategy suggest new definition this definition appears very rarely and is found in the following acronym finder categories. A pinch of this, a pinch of that, some creative stirring, and.
The meansend approach to marketing and advertising strategy. Meccas is defined as meansends conceptualization of the components of advertising strategy very rarely. Meccas stands for meansends conceptualization of the components of advertising strategy. The application of the personal values perspective to the marketing of consumer products. Advertising is a means of communication with the users of a product or service. Meccas model the meccas model for specifying advertising strategy uses the same meansend conceptual framework of laddering.
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