| Author Info |
| Abstract |
2. Implementing theoretically valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes (client-agency and intra-agency) involved in the development of advertising messages.
3. The purpose of the study described in this paper 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, ie, means-end based data collection employing the laddering method and subsequent use of the guidelines for message development formulated in MECCAS.
4. The comparison involved target group communication effects as well as the efficiency of the managerial communication taking place in the message development process. The target group communication was assessed by pretesting the two campaign proposals (n=500). Linear structural Elam (Elaboration likelihood) models were estimated for both proposals. The managerial communication was studied by interviews with the advertising agency and client staff involved. The project is a joint venture of the Association of Danish Fruit Growers, Odense, Denmark, and the MAPP Centre, and is financed by EU funds. The advertising agency involved is Midtmarketing, Ikast, Denmark.
5. The main results of the managerial study was that the implementation of the MECCAS guidelines for message development led to better agency-client communication, which resulted in an improved common understanding of the objective of the campaign. The pretest showed that the MECCAS-based message compared to the conventionally developed message was perceived as more focused by the target group, stimulated central processing better, and was more effective in terms of self-reported buying intention.
| Download Info |
If you experience problems downloading a file, check if you have the proper application to view it first. Information about this may be contained in the File-Format links below. In case of further problems read the IDEAS help file. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
| Publisher Info |
Download reference. The following formats are available: HTML,
plain text,
BibTeX,
RIS (EndNote),
ReDIF
Contact details of provider:
Postal: The Aarhus School of Business, The MAPP Centre, Fuglesangs Allé 4, DK-8210 Aarhus V, Denmark
Phone: +45 89 48 66 88
Fax: + 45 86 15 01 88
Web page: http://www.asb.dk/centres/mapp.aspx
More information through EDIRC
For technical questions regarding this item, or to correct its listing, contact: (Helle Vinbaek Stenholt).
| Related research |
This paper has been announced in the following NEP Reports:
| Statistics |
Did you know? Authors registered on the RePEc Author Service receive monthly emails with details about downloads and abstract views of their works.
This page was last updated on 2008-8-3.