Fcb Grid Model

Music in this lecture i would like to introduce you to a communications model which is known as the fcb grid.

Fcb grid model. Foote cone and belding model which is also termed as fcb grid was formulated in the year 1980 by richard vaughn. Richard vaughn a research director at fcb developed in 1978 an approach to advertising planning that has become known as the fcb grid. A senior vice president of foote cone and belding advertising. Notice that the process is driven by the type of product so product analysis is our first step in the 4p s and a c model.

This model clarifies how consumers approach the buying process for different types of products. 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 quadrants with two factors high and low involvement and feeling and thinking. The model suggests that there are purchase decisions where thinking is most important and others where feeling dominates in situations requiring more or less involvement. The fcb grid was developed by richard vaughn.

With that information we can devise four advertising concepts about a single product that will influence different buyers. A planning model revisited classic model used by foote cone belding first proposed in 1980 notes that context determines effects. The quadrants summarize. The grid helps us understand where a product stands in the mind of a consumer by estimating whether or not.

The fcb grid helps us understand where a product stands in the mind of a consumer by estimating whether or not purchase requires a highly involved emotional decision or a highly involved intellectual decision. The fcb grid or foote cone and belding model is an integrative approach to interpret the consumer s buying behaviour and its implication for adopting suitable advertising strategy it is depicted on a matrix with the help of four significant factors i e thinking feeling high involvement and low involvement. The fcb grid was created by richard vaughn. Low feel sensuality pleasure high feel product as extension of self a low feel commercial demonstrates the pleasure obtained by using the product.

Fcb grid richard vaughn 1980 think feelhighinvolvement 1 2lowinvolvement 3 4 5. 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. On the basis of these two factors the involvement levels of consumers are classified as either high involvement or low involvement.