[MUSIC] Welcome to the third module. In this module we will learn about advertising management and design. We will start with a useful framework that helps us understand the relationship between consumers and advertising messages. It is called means-end conceptualization of components for advertising strategy, shortly, MECCAS. This model suggests that an effective advertisement should contain a message or means that lead consumers to a desired end state at personal value. In other words, the model assumes that consumers see the brand and its attributes as the means to achieve a personal value or goal. It links product attributes to more functional and psycho-social benefits obtained from using the product. And consequently, reach to the high level personal values that such benefits reinforce. This model suggests that an advertisement should contain a message that helps consumers believe that consuming the product will help them achieve their person value. Of course this value should be a relevant one for the target audience. The MECCAS model suggests that in designing ads it's important to remember that people have values and much of their consumption behavior is motivated by a desire to fulfill these values. These values could be anything from freedom, to accomplishment, wisdom, self-esteem, and so on. It's important to identify a personal value that is meaningful for our target audience. Then the advertisement should be designed in a creative way to demonstrate and emphasize the means-end chain that leads to this personal value using leverage points. Leverage point refers to a feature in an advertisement that leads the viewer to relate a product's benefit to a personal value. It could be either the tagline, headline, or executional framework of the advertisement that is designed first to catch the viewers attention, and then to link the product attributes and benefits with the personal values. For example, remember the "Got Milk" advertising campaign? The aim of this campaign is to increase milk consumption. In order to understand the means-end chain, we ask the same question, why, repetitively. Why should we all consume milk? The value chain begins with a product attribute. We should consume milk because it provides us calcium. Then why is it important that milk provides us calcium? The functional consequence of having calcium is to have healthier bones and muscles. Then we ask why, again. Why is it important to have healthier bones and muscles? So that we can stay active, look great, have enough energy to have a busy life, feel happy with ourselves. So I hope you see the link between the product attribute of providing calcium and the personal value of feeling good about ourselves due to the active lifestyle we may have with the help of the calcium we get from milk. On the screen we see two examples of Got Milk campaign. There are many different versions of these ads on Internet. Please just search online to see more examples. In the next lecture, we will talk about different message strategies that can be used in advertising design. [MUSIC]