Applying laddering data to communications strategy and advertising practice

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 is prese...

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Bibliographic Details
Published inJournal of advertising research Vol. 35; no. 4; p. 9
Main Authors Reynolds, Thomas J, Whitlark, David B
Format Journal Article
LanguageEnglish
Published New York World Advertising Research Center Ltd 01.07.1995
Advertising Research Foundation
Subjects
Advertising
Advertising copy
Advertising research
Analysis
Communication
Communications
Decision making
Product differentiation
Software
Young adults
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Summary: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 is presented.
ISSN:0021-8499
1740-1909