The MECCAS framework to advertising strategy

Thomas Reynolds, Jonathan Gutman and Alyce Craddock

Means End Conceptualization of the Components of Advertising Strategy (MECCAS) is a framework based on the 'means-end chain' theory of consumer motivation, according to which consumers have valued goals towards which they strive, and choose from among alternative means to reach those aims.

The MECCAS framework to advertising strategy

Thomas Reynolds, Jonathan Gutman & Alyce Craddock

Means End Conceptualization of the Components of Advertising Strategy (MECCAS) is a framework for strategic thinking based on the 'means-end chain' theory of consumer motivation, according to which consumers have valued end states towards which they strive, choosing from among alternative means to reach those goals.

MECCAS derives its input mainly from the laddering research technique, in which repeated why questions force a consumer up the ladder of meaning and motivation.

Brands are valued because they are instruments – means to valued ends....

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