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...
