Lecture slides and materials - B. Means-End Chains in Marketing - Means-End Chains in marketing practice
9 important questions on Lecture slides and materials - B. Means-End Chains in Marketing - Means-End Chains in marketing practice
What are the two ways that MEC can be used in marketing?
Functional consequences and attributes are product & brand
What are the five levels of the MECCAS model?
- Driving force
- Value
- Leverage point
- Executional Framework
- Consumer benefit
- Consequence
- Message Elements
- Attribute
Which level of the MECCAS model is described by the following? The manner by which the advertising will "tap into" reach, or activate the value or end-level of focus; the specific key way in which the value is linked to the specific features in the advertising.
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Which level of the MECCAS model is described by the following? The overall scenario or action plot, plus the details of the advertising execution. The executional framework provides the "vehicle" by which the value orientation is to be communicated; especially the Gestalt of the advertisement; its overall tone and style.
Which level of the MECCAS model is described by the following? The major positive consequences for the consumer that are to be explicitly communicated, verbally or visually, in the advertising.
WHich level of the MECCAS model is described by the following? The specific attributes, consequences, or features about the product that are communicated verbally or visually.
What does it mean to have fully connected consumers?
- Being unconnected
- Being highly satisfied
- Perceiving brand differentiation
- Being fully connected
Why are emotional motivators important for business?
How are emotional motivators connected to means-end chain theory?
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