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  • Presentation FCB

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    manashinayak123
    95 vues5 pages
    The FCB Planning Model was developed by Richard Vaughn and is based on hierarchy effects models and research into high and low investment. It proposes that the left side of the brain is more rational and cognitive, while the right side is more visual, emotional, and involved in affective functions. The model is commonly known as the FCB Grid and outlines four primary advertising strategies - informative, affective, habit formation, and satisfaction - depending on if the message appeals more to thinking or feelings and the level of involvement.

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    The FCB Planning Model was developed by Richard Vaughn and is based on hierarchy effects models and research into high and low investment. It proposes that the left side of the brain is more rational and cognitive, while the right side is more visual, emotional, and involved in affective functions. The model is commonly known as the FCB Grid and outlines four primary advertising strategies - informative, affective, habit formation, and satisfaction - depending on if the message appeals more to thinking or feelings and the level of involvement.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    95 vues5 pages

    Presentation FCB

    Transféré par

    manashinayak123
    The FCB Planning Model was developed by Richard Vaughn and is based on hierarchy effects models and research into high and low investment. It proposes that the left side of the brain is more rational and cognitive, while the right side is more visual, emotional, and involved in affective functions. The model is commonly known as the FCB Grid and outlines four primary advertising strategies - informative, affective, habit formation, and satisfaction - depending on if the message appeals more to thinking or feelings and the level of involvement.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 5

    FCB Planning Model

    Development by Richard Vaughn of the Foot, Cone & Belding Ad Agency. Based on Hierarchy effects models and research on high & low investment. Importance to thinking & feelings with regards to Brain specialization. Brain Theory Left side is more capable of rational, cognitive thinking. Right side is more visual, emotional & engages more in the affective functions.

    Popularly known as FCB Grid which delineates four primary advertising planning strategies.

    Informative Affective Habit Formation Satisfaction

    FCB Grid
    Thinking
    1. Informative (Thinker)

    Feeling
    2. Affective (Feeler) Example : Jewelry Model : Feel-Learn-Do (Psychological)

    High Involvement

    Example : Car Model : Learn-feel-do (Economic)

    3. Habit Formation (Doer)

    4. Self Satisfaction (Reactor) Example :L Cigarettes Model : Do-Feel-Learn (Social)

    Low Involvement

    Example : Food Model : Do-Learn-Feel (Responsive)

    The Cognitive Response Approach Product/Message Thoughts Source oriented thoughts Counter arguments Support arguments Source derogations Source bolsters

    Ad Execution Thoughts Attitude towards the Ad (A

    d)

    Cognitive Response

    Attitudes

    Product/Message Thoughts Brand Attitudes

    Exposure to Advt.

    Source Oriented Thoughts Attitude to Adv.

    Purchase Intention

    Ad Execution Thoughts

    (A Model of Cognitive Response)

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