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

Tino Bech-Larsen

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

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)....

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