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....