Section 5:  Means-End Chain

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

---