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| Author: | Bech-Larsen, T. |
| Title: | Model-based development and testing of advertising messages: a comparative study of two campaign proposals based on the MECCAS model and a conventional approach |
| Journal: | International Journal of Advertising
2001 : VOL. 20:4, p. 499-519 |
| Index terms: | MARKETING ADVERTISING ADVERTISING CAMPAIGNS |
| Language: | eng |
| Abstract: | The purpose of the study described in this article is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One of the proposals is the result of an inductive- creative process, while the other is based on the MECCAS model, i.e. means - ends based data collection employing the laddering method and subsequent use of the guidelines for message development formulated in MECCAS. The project was a joint venture of the Association of Danish Fruit Growers, Odense, Denmark, and the MAPP Centre, and was financed by EU funds. |
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