ABSTRACT
This chapter provides a brief overview of means-end theory and outlines the guiding principles of using laddering research to identify and apply customerfocused communications strategies. It provides a summary of personal observations, practical experience, and discussions with leading professionals in the field of advertising and communications regarding the effective use of a means-end approach to formulate, specify, and execute communications strategy. Said another way, it represents a set of “school-yard lessons” in applying laddering research to real communications problems. Information is organized around 12 principles or lessons for developing and applying communications strategy with examples drawn from contemporary advertising and promotional campaigns. This chapter also provides an overview of the reasons for and the concepts governing the strategic assessment of advertising.
