FCB (FOOTE,CONE

AND BELDING) MODEL

Done By: G.Sathish kumar Kingston engineering college, vellore

FCB PROFILE

Industry : Advertising Agency

Founded : 1873

Founded by : Lord and Thomas

Headquarters : New York and Chicago

Number of locations : 90 countries

FCB PROFILE

Area Served : Worldwide

Current CEO : Carter Murray

Number of employees : 8600

Website : www.fcb.com

FCB PROFILE

Richard Vaughn of FCB advertising agency and his colleagues developed a useful advertising planning model. They built this model based on response hierarchy theories and degree of involvement.

They also incorporated two important dimensions, thinking and feeling to both high and low involvement levels.

FCB model

According to split brain theory, the left side of brain is more capable of rational and cognitive thinking and the right side of brain is more emotional, intuitive, visual and involved in feeling or affective aspects.

SPLIT BRAIN THEORY

This model separates four basic advertising planning approaches

1. Informative2. Affective3. Habit formation and 4. Self-satisfaction

FCB model approaches

FCB model diagram

Informative strategy is appropriate for high involvement products and services where economic considerations or unique features lead consumers to think rationally.

For example, purchase of industrial products or expensive household appliances is a high-involvement situation and learn- feel-do model is the right choice.

Informative Strategy

Informative strategy model

LEARN

FEEL

DO

Car House Furnishing Motorcycles Mobile and Laptops etc.

Example

The affective strategy is suitable when consumer involvement is high and ego intensive feeling have much to do in making the purchase decision.

The advertising should impress upon the psychological and emotional aspects, such as self-image, ego and status etc.

Affective Strategy

Affective Strategy model

FEEL

LEARN

DO

Jewellery Cosmetics and Designer clothing etc.

Example

The strategy of habit formation is appropriate for food items, impulse products, or inexpensive household items purchased routinely on an on-going basis.

Learning occurs most often after trial purchase. These purchases become routine and habitual.

Habit formation strategy

Habit formation strategy model

DO

LEARN

FEEL

Food Household items etc.

Example

Self-satisfaction strategy is sound for low-involvement/feeling products. Primarily, the appeals address sensory pleasures and social motives.

The experience with the product is important and hence the do-feel-learn.

In these low-involvement products, some minimal level of awareness through passive learning may precede the purchase decision.

Self-satisfaction strategy

Self-satisfaction strategy model

DO

FEEL

LEARN

Cigarettes Liquor and Candy etc.

Example

Any questions…..?????

Thank friends…..