Fcb Grid

Foote cone and belding model which is also termed as fcb grid was formulated in the year 1980 by richard vaughn.

Fcb grid. Richard vaughn a research director at fcb developed in 1978 an approach to advertising planning that has become known as the fcb grid. Fcb grid we may not now or ever know definitively how advertising works but we do know it works in. 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 foote cone and belding model was designed in a grid format based on think and feel as the base factors. Fcb grid quadrant one he fcb grid was developed by richard vaughn a senior vice president of foote cone and belding advertising. The fcb grid was created by richard vaughn. With that information we can devise four advertising concepts about a single product that will influence different buyers.

Fcb grid free download as powerpoint presentation ppt pdf file pdf text file txt or view presentation slides online. A senior vice president of foote cone and belding advertising. Scribd is the world s largest social reading and publishing site. Low feel sensuality pleasure high feel product as extension of self a low feel commercial demonstrates the pleasure obtained by using the product.

It helps direct advertising s creative strategy and media strategy as it clarifies how consumers approach the buying process for different products. With this model messages are categorized by thinking and feeling low and high low think practicality pragmatism high think. It helps direct both our creative strategy and our media strategy as it clarifies how consumers approach the buying process for different products. On the basis of these two factors the involvement levels of consumers are classified as either high involvement or low involvement.

Fcb foote cone belding is filled with a diverse and passionate group of thinkers creators technologists and storytellers devoted to creating buzzworthy ideas that change consumer behavior.