ModelBased Development and Testing of Advertising Messages: A Comparative Study of Two Campaign Proposals Based on the MECCAS Model and a Conventional Approach

Tino BechLarsen
The Aarhus School of Business, Denmark

INTRODUCTION

Many advertising practitioners tend to reject the notion that theoretical models of information processing can improve the message development process. Practitioners often see creativity and message development as a magical process beyond analysis and academic interference (Johar et al., 1999). Therefore the collection of theorybased data before developing advertising messages as well as modelbased pretesting of the messages are neglected by many advertising agencies (Hansen, 1998).

The concern that the use of a theoretical model would have a negative effect on creativity is mostly unwarranted. Thus, if a set of criteria, as discussed below, is satisfied, modelbased message development can both inspire and direct creative efforts. Moreover, as Hansen (1998) points out, any pretesting of advertising effects should be based on a valid model of how advertising is processed by the message recipient.