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Consle Consle
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6 years ago
Explain the concept of the means-end chain.
Textbook 
Integrated Advertising, Promotion, and Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications


Edition: 8th
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wrote...
6 years ago
The means-end chain suggests a 3-step approach to ad creation: product attribute leads to a product benefit which leads to a personal value. People buy products to satisfy personal needs or wants. They purchase benefits, not attributes. Therefore, ads need to show how benefits can meet or satisfy personal values.
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