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Section 5:  Means-End Chain

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Section 5: Means End Chain – 
Develop a means-end chain for your product/service.  
What personal value will your  campaign drive the consumer toward?

Remember:  The advertising message contains a MEAN, which drive the consumer to a desired state, an END. 


  



Consumer viewing the ad will reach one of the desired personal value
·         Comfortable life
·         Equality
·         Excitement
·         Freedom
·         Fun, exciting life
·         Happiness
·         Inner peace
·         Mature love
·         Pleasure
·         Salvation
·         Security
·         Self-fulfillment
·         Self-respect
·         Sense of belonging
·         Social acceptance
·         Wisdom



Sample:  Means End Chain for Hybrid Car

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  • Home
  • Marketing
    • MKT 140: Course Description
    • Lectures/Homework Assignments (TR_12:40_1:55)
    • Lecture Slides
    • Book Slides
    • Marketing Exam Reviews
    • Homework Layout/Formatting
    • Marketing Plan Outline >
      • Sample Marketing Plan
      • Introduction of Product/Service
      • Mission Statements
      • SWOT Analysis
      • Competitive Advantage
      • Strategic Direction & Marketing Objectives
      • The External Marketing Environment
      • Consumer Decision Making
      • Market Segmentation >
        • Target Segmentation Criteria
        • Sample Target Market Descriptions
      • Product Description
      • Placement
      • Promotion >
        • Promotion
      • Price
  • Advertising
    • MKT 170: Course Description
    • Homework Assignments
    • Homework Layout/Formatting
    • Exam Reviews
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Research Paper Format
  • Consumer Behavior
    • MRKT 150: Course Description
    • Assignments
    • Research Paper Assignments
    • Homework Layout/Formatting
    • Lecture Slides
    • Consumer Behavior Exam Reviews
  • Social Media Marketing
    • Course Description
    • Homework & Assignments
    • Class Lectures
    • Research Papers
    • Research Paper Layout/Format
    • Class Websites
  • Professional Selling
    • MRKT 122: Course Description
    • Lectures, Homework & Assignments
    • Professor Jeff Anker Night Class
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Exam Review
  • MABS 60
  • Resume Examples