Model-based development and testing of advertising messages: a comparative study of two campaign proposals based on the MECCAS model and a conventional approach

This article suggests that the creative development of an advertising campaign can be assisted by a formal research procedure, the MECCAS model, a means-ends based data collection employing a laddering method.

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

Tino BechLarsenThe Aarhus School of Business, Denmark


Many advertising practitioners...