Applying Laddering Data to Communications Strategy and Advertising Practice

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.