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  • Smart Phone Meccas Adv

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    Edy Jon
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    The document summarizes the four levels of the MECCAS model for advertising strategy: 1. Message elements include specific product attributes communicated like a stylish smartphone. 2. Consumer benefits are the functional consequences of using the product, like bringing a stylish and new experience. 3. Leverage points activate values by linking the product to psycho-social consequences, like connecting a smartphone to a beautiful woman and new experiences. 4. Driving forces are the value orientations of the strategy, like prestige and stimulation.

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    Meccas Analysis

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    The document summarizes the four levels of the MECCAS model for advertising strategy: 1. Message elements include specific product attributes communicated like a stylish smartphone. 2. Consumer benefits are the functional consequences of using the product, like bringing a stylish and new experience. 3. Leverage points activate values by linking the product to psycho-social consequences, like connecting a smartphone to a beautiful woman and new experiences. 4. Driving forces are the value orientations of the strategy, like prestige and stimulation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    32 views2 pages

    Smart Phone Meccas Adv

    Uploaded by

    Edy Jon
    The document summarizes the four levels of the MECCAS model for advertising strategy: 1. Message elements include specific product attributes communicated like a stylish smartphone. 2. Consumer benefits are the functional consequences of using the product, like bringing a stylish and new experience. 3. Leverage points activate values by linking the product to psycho-social consequences, like connecting a smartphone to a beautiful woman and new experiences. 4. Driving forces are the value orientations of the strategy, like prestige and stimulation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 2

    Mean end Value Analysis

    Power Stimulated Mean end Value

    Novelty
    Prestise Gak Bosen Psychological
    Sosialisasi Consequencies

    Functional
    Simple Bagus Coba baru Entertainment Consequencies

    Operating System Tampilan Atribut


    Touch screen Multi fungsi
    Windows Mobile
    Foto,musik

    Smartphone
    MECCAS model of advertising strategy

    Four levels of the MECCAS (means-end conceptualization of the


    components of advertising strategy) model:
    – message elements: a stylish smartphone
    • specific product attributes that the advertising communicates verbally or visually;
    – consumer benefit: bring stylish and new experience (new capability
    smartphone)
    • major positive functional consequences of consumption;
    – leverage point: a stylish smartphone which is connected with the spirit of a
    beautiful-smile woman, and the new experience in your life journey is linked
    to the enjoying tour
    • the manner in which the advertising activates the focal value by tapping into psycho-social
    consequences;
    – driving force: Prestige (Social power) and Stimulation
    • the value orientation of the communication strategy;

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