Answer to Question 1
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Answer to Question 2
MECCAS stands for means-end conceptualization of components for advertising strategy and provides a procedure for applying the concept of means-end chains to the creation of advertising messages. A brand advertiser, armed with knowledge of segment-level values, is in a position to know what brand attributes and consequences to emphasize to a particular market segment as the means by which that brand can help consumers achieve a valued end state. The components include a value orientation, brand consequences and brand attributes, and creative style and leverage point that provides the structure for presenting the advertising message and the means for tapping into or activating the value orientation. The value orientation represents the consumer value or end level on which the advertising strategy focuses and can be thought of as the driving force behind the advertising execution. Every other component is geared toward achieving the end level. Laddering is a research technique that has been developed to identify linkages between attributions, consequences, and values and involves in-depth, one-on-one interviews that typically last between 30 minutes to more than one hour. This method attempts to get at the root, or deep, reasons for why individual consumers buy certain products and brands.
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