Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
5. The Communication
Process
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-bydoing
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.
High
involvement
Low
involvement
Thinking Feeling
1. Informative (thinker)
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
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
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
4. Self-satisfaction
(reactor)
Cigarettes–liquor–candy
model: Do–feel–learn
(social?)
Possible implications
Test: Sales
Media: Billboards
Newspapers
POS
Creative: Attention
© The McGraw−Hill
Companies, 2003
Figure 5-7 The Foote,
Cone & Belding (FCB) grid
155
Chapter Five The Communication Process