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Translating means-end research into advertising strategy using the meccas model

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  • Daniel Eberhard

Abstract

This paper illustrates the translation of actual research data of a meansend analysis into concrete advertising strategies using the so called "means-end conceptualization of the components of advertising strategy" - commonly referred to as "meccas" model. In this case, an underlying study examined buying motives of male German recreational athletes with regards to anabolic supplements using the means-end approach. By applying the meccas model, i.e. translating the different layers of the cumulated means-end chains of this study into elements of advertising, six print-advertising strategies were developed in cooperation with a professional graphic studio. Practical applications of the meccas model with regards to its original intent of developing advertising strategies have been conducted very rarely in a scientific context. This case study will pose an illustrative example for researchers and marketers alike and also lay basis for further scrutiny of means-end theory in general.

Suggested Citation

  • Daniel Eberhard, 2017. "Translating means-end research into advertising strategy using the meccas model," Economia agro-alimentare, FrancoAngeli Editore, vol. 19(3), pages 333-356.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2017-003003
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    References listed on IDEAS

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    1. Gutman, Jonathan, 1991. "Exploring the nature of linkages between consequences and values," Journal of Business Research, Elsevier, vol. 22(2), pages 143-148, March.
    2. Reynolds, Thomas J. & Rochon, John P., 1991. "Means-end based advertising research: Copy testing is not strategy assessment," Journal of Business Research, Elsevier, vol. 22(2), pages 131-142, March.
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    Cited by:

    1. Mora Cortez, Roberto & Johnston, Wesley J. & Gopalakrishna, Srinath, 2022. "Driving participation and investment in B2B trade shows: The organizer view," Journal of Business Research, Elsevier, vol. 142(C), pages 1092-1105.

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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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