4 Primary Advertising Planning Strategies Involved In Fcb Grid

Figure 5-6 Involvement concept

Antecedents of involvement derived from the literature

Possible results of involvement

Involvement Person Situation Object

INVOLVEMENT = f (Person, Situation, Object)

The level of involvement may be influenced by one or more of these factors. Interactions among person, situation, and object factors are likely to occur.

INVOLVEMENT = f (Person, Situation, Object)

The level of involvement may be influenced by one or more of these factors. Interactions among person, situation, and object factors are likely to occur.

engages more in the affective (feeling) functions. Their model, which became known as the FCB grid, delineates four primary advertising planning strategies—informative, affective, habit formation, and satisfaction—along with the most appropriate variant of the alternative response hierarchies (Figure 5-7).

Vaughn suggests that the informative strategy is for highly involving products and services where rational thinking and economic considerations prevail and the standard learning hierarchy is the appropriate response model. The affective strategy is for highly involving/feeling purchases. For these types of products, advertising should stress psychological and emotional motives such as building self-esteem or enhancing one's ego or self-image.

The habit formation strategy is for low-involvement/thinking products with such routinized behavior patterns that learning occurs most often after a trial purchase. The response process for these products is consistent with a behavioristic learning-by-doing model (remember our discussion of operant conditioning in Chapter 4?). The self-satisfaction strategy is for low-involvement/feeling products where appeals to sensory pleasures and social motives are important. Again, the do ^ feel or do ^ learn hierarchy is operating, since product experience is an important part of the learning process. Vaughn acknowledges that some minimal level of awareness (passive learning) may precede purchase of both types of low-involvement products, but deeper, active learning is not necessary. This is consistent with the low-involvement hierarchy discussed earlier (learn ^ do ^ feel).

The FCB grid provides a useful way for those involved in the advertising planning process, such as creative specialists, to analyze consumer-product relationships and develop appropriate promotional strategies. Consumer research can be used to determine how consumers perceive products or brands on the involvement and thinking/feeling dimensions.24 This information can then be used to develop effective creative options such as using rational versus emotional appeals, increasing involvement levels, or even getting consumers to evaluate a think-type product on the basis of feelings. IMC Perspective 5-3 discusses how Whirlpool has used creative advertising to get women to develop an emotional connection to its appliances.

Thinking

Feeling

High 1. Informative (thinker)

involvement Car-house-furnishings-new products model: Learn-feel-do (economic?) Possible implications Test: Recall

Diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration

2. Affective (feeler)

Jewelry-cosmetics-fashion apparel-motorcycles model: Feel-learn-do (psychological?)

Possible implications

Test: Attitude change

Emotional arousal Media: Large space

Image specials Creative: Executional Impact

Low involvement

3. Habit formation (doer)

Food-household items model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second I.D.s Radio; POS Creative: Reminder

4. Self-satisfaction (reactor)

Cigarettes-liquor-candy model: Do-feel-learn (social?)

Possible implications

Test: Sales Media: Billboards Newspapers POS

Creative: Attention

Figure 5-7 The Foote, Cone & Belding (FCB) grid

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Responses

  • Guido
    How fcb grid help you to create advertising message?
    3 years ago
  • adonay tewolde
    Why is FCB grid considered important in advertising campaign?
    2 years ago
  • jan
    What is informative in fcb matrix?
    6 months ago

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