ADVERTISEENT THAT

INCLUDE FCB MODEL

 FCB MODEL
FCB grid, is suggested by Dave Berger and Richard
Vaughn.
This model combines high and low involvement, and left
and right brain specialization.
It shows a visually coherent matrix which has four model
quadrants with two factorshigh and low involvement, and
feeling and thinking.
The communication responses are different for high versus
low involvement products and those which required mainly
thinking (left brain) and feeling (right brain) information
processing.
 The Foote Cone Belding Planning Matrix

The Foote, Cone and Belding planning matrix contrasts product

involvement (high to low) and product emotion (thinking/feeling).
 FCB Grid
FCB Planning model built on traditional
response theories are
Informative-the thinker
Affective-the feeler
Habit formation-the doer
Self satisfaction-the reactor
 INFORMATIVE-the thinker
It typically includes utilitarian car purchases, large
household appliances or all large capital expenditure
purchases which must pass a formal expenditure
justification process.
Possible implication
o Test: Recall diagnostics
o Creative: Specific information demonstration
AD-1
 ROUTE TO PERSUATION
Since we know that the product is new to the market the emphasis
should be at the awareness stage in creating knowledge about the
product(cognitive).
Strategic TV Ad Campaign were used during India playing against
Pakistan in finals of ICC champions trophy 2017. This particular
cricket match was predicted to be the third most watched game in
the cricket history, with an expected viewership of 324 million.
Example of how the brand show its route to persuasion in the ad is
through their features(simple, powerful,slim,a full days power in
half an hour, smooth performance, dual cameras for clearer photos)
 SOURCE OF COMMUNICATION
Sender- Brand ONEPLUS
Animation-Music,words,graphics,product,its
features,colour(black
Channel used-newspaper,TV,social media,youtube etc
BRAND POSITIONING AND SEGMENTATION STRATERGY

What the brand wants the positioning to be

-simple, powerful, slim, a full days power in
half an hour, smooth performance, dual cameras
for clearer photos
What are some of the positioning that
consumers have Reasonable price, light
weight, simple and stylish ,etc
 AFFECTIVE-the feeler
Feeling and high involvement is a conscious decision
but it is driven by emotion.
It is best associated with products such as sports cars,
cosmetics, jewellery and fashion.
Feel-learn-do
Test-attitude change,emotional arousal
Creative-executional impact
 HABIT FORMATION-the doer
Low involvement and thinking are regular
commodity purchases, often bought on price and
convenience e.g. petrol, stationery, and cleaning
products.
Do-learn-feel
Test-sales
Creative-reminder
 SELF SATISFACTION-the reactor
Low involvement and feeling is reserved for personal
purchases, like your preference for particular alcohol,
cigarettes and candy. You can't explain your
preference.
Do-feel-learn
Test-sales
Creative-attention
AD-2
 ROUTE TO PERSUASION
In this particular AD how brand show its
persuasion is through enact of robbery scene
where the lead characters loose their mind
while eating 5 star chocolate
In this AD brand wants to convey the message
that you will forget all your worries while
having 5 star chocolates.
 SOURCE OF COMMUNICATION
Sender- Brand cadbury
Channel used newspaper,TV, social
media,youtube,bill boards
 BRAND POSITIONING AND SEGMENTATION STRATERGY

What the brand wants the positioning to be:

No matter in which place ,occasion youre in five star
will provide you accompany
What are some of the positioning that consumers
have
Pocket friendly size
Hygenic packaging
Reasonable price
Instant food