Means-End Conceptualization of Components for Advertising Strategy MECCAS

1. Means-End Conceptualization of Components for Advertising Strategy (MECCAS)

3. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Consumer Benefits The major positive consequences for the consumer What does the consumer get out of the product or services Functional consequences Ex. Whiter teeth, fresher breath

4. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Leverage Point The manner by which the advertising will �tap into,� reach, or activate the value or end-level focus. The �hook� that connects the tangible attributes and consequences to the intangible personal values and goals of the target audience Psychological consequences of the product Ex. Better self-image

5. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Driving Force The value orientation of the ad strategy. The end-level to be focused on in advertising. Relates to what motivates or drives decision making on the part of the target audience Ex. Greater acceptance, sense of belonging, fitting in

6. Means-End Conceptualization of Components for Advertising Strategy (MECCAS) Executional Framework The overall scenario or action plot; how the ad communicates the advertising strategy The details of the finished ad, including elements of the message, setting, models, overall theme, and style of the ad. Ex. See Kemper ad

7. Basic Human Needs To be popular, attractive, wanted � most typically used for cosmetics, health, beauty To have material things � luxury items, fads To enjoy life through comfort and convenience � luxury items, home furnishings, fast foods, et. To create a happy family situation � insurance, travel, entertainment To have love and sex � beauty aids, health products To have power � private clubs, designer labels To avoid fear � medical products, insurance To emulate those you admire � fads, style, fashion To protect and maintain health � exercise equipment, health products

8. Means-End Chains Tool for use in building MECCAS models Helps you to identify the features, benefits, consequences, and values that are important for the target market Useful in deciding which message elements are important and how to build the ad around those things. May also help with executional framework decisions

9. FEDEX Example of Means-End Chains

10. Creating Winning Ads Concept � the major premise of the ad is� The ad concept works to communicate the major selling points effectively The concept emphasizes the product or service being advertised One doesn�t have to view the entire ad in order to understand the major premise Built around fundamental message elements and consumer benefits

11. Creating Winning Ads Visual � images, photos, drawings, etc Works to gain attention by depicting something unusual, new, provocative, and attractive Often is the dominant element of the ad Make sure colors are vivid or attractive Relates to headline and copy Shows the product or emphasizes the brand name strongly Ensures that people shown in the ad are appropriate for the message, the product, and the target market

12. Color Can Say A Lot Red: Anger, action, fire, heat, passion, excitement, danger Blue: Sadness, cool, truth, purity, formality Yellow: Cheerful, spring, light, optimism Orange: Action, fall, harvest, fire, heat Green: Calm, spring, youth, nature, wet Black: Mystery, mourning/death, elegance White: Cleanliness, purity

13. Creating Winning Ads Headline � leading ad copy Offers a benefit (reason for using) Announces something new Selects the audience for the ad Arouses curiosity without totally confusing readers Works with the visual to draw readers into the copy; strong visual-headline relationship Mentions brand name Identifies the type of product, service, or company Try to use emotion-laden words such as happy, love, money, baby, fight.

14. Creating Winning Ads Body Copy � the heart of the ad Divided into readable paragraphs of varying lengths Written in loose, comfortable, yet intelligent style Use familiar words and phrases Uses the word you as an involvement device Use action verbs to motivate Ends with an urge to action, a summary of the main idea, or and open-ended statement to provoke action Tells readers what they need to know without becoming boring. Makes frequent use of brand name

15. Creating Winning Ads Other Elements Use a slogan to help embody and convey the general theme of the ads; repeat it as often as possible Logo is prominently displayed Package is clearly shown to reinforce learning and insure recall Tone and style of ad are appropriate to what is being sold and target market

16. After first draft, ask yourself: Is the copy as clear as I can make it? Have I said or shown something that will grab the attention of the intended audience right from the start? What will make the viewer continue? Have I included all the information that the viewer needs? Are factual claims supportable? Does the copy fit with the headline and visual? Is the message I am delivering believable?