Applying Laddering Data to Communications Strategy and Advertising Practice

Thomas J. Reynolds · David B. Whitlark

50 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Advertising and Communication Studies Literature, Culture, and Aesthetics

Abstract

This article provides a summary of personal observations, practical experience, and discussions with leading professionals in the field of advertising and communications regarding how to identify a communications strategy expressed in a means-end framework and how to use the framework to develop advertising copy. It represents a set of "school-yard lessons" in applying laddering research to real communications problems. Information is organized around six thinking tools for developing a communications strategy and advertising copy. Examples are drawn from contemporary advertising campaigns.

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References

1982A Means-End Chain Model Based on Consumer Categorization Processes 2001Laddering theory, method, analysis, and interpretation.1986Advertising and consumer psychology 1995Seeing the Voice of the Consumer: Metaphor-based Advertising Research

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