The Ladder
Types of advertising messages can be arranged in a hierarchical ladder, based on what perspective they use to discuss the product.
Source
Boundless vets and curates high-quality, openly licensed content from around the Internet. This particular resource used the following sources:
"Advertising/Strategies."
http://en.wikibooks.org/wiki/Advertising/Strategies%23GE_Focus_System
Wikibooks
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