Means-end theory is the basis of the MECCAS approach to advertising.

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Quizplus · Accepted Answer

Means-end theory is indeed the basis of the MECCAS approach to advertising. MECCAS stands for Means-Ends Conceptualization of Components for Advertising Strategy, and it is a framework for developing advertising strategies that aim to establish connections between consumers' needs, product attributes, and personal values. The MECCAS approach identifies the cognitive links between a product's features, the benefits they provide to consumers, and the values that consumers hold dear, in order to create persuasive messages that spark emotional reactions and lead to purchase decisions.

Means-End Theory Is the Basis of the MECCAS Approach to Advertising