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

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MECCAS is an acronym that stands for Means-End Chain Conceptualization of Advertising Strategy. This approach is based on means-end theory, which suggests that consumers make purchasing decisions based on how a product or service will help them achieve their ultimate goals and values. Therefore, MECCAS uses a hierarchical model to connect different product attributes with the benefits they provide, which helps to create more effective advertising messages.

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