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MECCAS model
End conceptualization of components for advertising strategy provides a procedure for applying the concept of means end chains to the creation of advertising messages.
Value orientation – the end level to be focuses on in the advertising it serves as the driving force for the advertising execution.
Brand Consequences – the main positive consequences or benefits of using the brand that the advertisement verbally or visually communicates to consumers.
Brand attributes – the brands specific attributes or features that are communicated as a means of supporting the consequences of using the brand.
Creative strategy – The overall scenario for communicating the brand.
Leverage point – value orientation and the manner by which the advertisements will tap into, reach or activate the key value that serves as the ads driving force.
Unique Selling proposition Strategy
Brand Image Strategy
Generic Strategy
Preemptive Strategy
Advertising Implementation
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