fcb model in advertising
Where did you think each of the items would end up on the FCB Grid? Were there any surprise?
First item in the FCB Grid is frozen pizza. Its position lies in high involvement between thinking and feeling. Its position indicates that consumer requires adequate information before purchase and he/she is fully empowered in terms of information. Moreover, it indicates though full purchase. Health products or food items that affect health also lie in this grid. Similarly, cars lie between moderate level of involvement and thinking and feeling. It means that customer requires moderate level of information about the products with low level of ego and self-esteem. Customers could be convinced by seller and he/she may have low level of their own judgment. Laundry detergent has similar position on the graph. However, amusement parks lie on fourth quadrant, where user has high level of feeling and thinking. This quadrant is indication of purchase for pleasure products, which are driven by peer, or personal led satisfaction. Amusements are meant to enjoy which require less intellectual debate.
How does a product’s location on the FCB Grid affect an advertiser’s choice to promote the product?
FCB dimensional grid has significant impact over marketing strategies of the products. For instance, upper left quadrant is based on highly involved thinking. Products fall in this category require information empowered customers. Health insurance, expensive items are the example where conspicuous buying decisions are required. Therefore, advertisers take care of high involvement of customer and make their advertising strategies that reflect involvement. Second quadrant is upper right portion, which involve highly emotional and feelings of attachment. Ego and self-esteem of the buyer play an important role in purchase decision. For instance, cosmetics products usually falls in this category and advertisers focus on women grace and beauty in advertisement. Third quadrant reflects low level of involvement and thinking.
Assignment on Interpreting FCB Grid survey BY Date Where did you think each of the items would end up on the FCB Grid? Were there any surprise? First item in the FCB Grid is frozen pizza. Its position lies in high involvement between thinking and feeling. Its position indicates that consumer requires adequate information before purchase and he/she is fully empowered in terms of information. Moreover, it indicates though full purchase. Health products or food items that affect health also lie in this grid. Similarly, cars lie between moderate level of involvement and thinking and feeling. It means that customer requires moderate level of information about the products with low level of ego and self-esteem. Customers could be convinced by seller and he/she may have low level of their own judgment. Laundry detergent has similar position on the graph. However, amusement parks lie on fourth quadrant, where user has high level of feeling and thinking. This quadrant is indication of purchase for pleasure products, which are driven by peer, or personal led satisfaction. Amusements are meant to enjoy which require less intellectual debate. How does a product’s location on the FCB Grid affect an advertiser’s choice to promote the product? FCB dimensional grid has significant impact over marketing strategies of the products. For instance, upper left quadrant is based on highly involved thinking. Products fall in this category require information empowered customers. Health insurance, expensive items are the example where conspicuous buying decisions are required. Therefore, advertisers take care of high involvement of customer and make their advertising strategies that reflect involvement. Second quadrant is upper right portion, which involve highly emotional and feelings of attachment. Ego and self-esteem of the buyer play an important role in purchase decision. For instance, cosmetics products usually falls in this category and advertisers focus on women grace and beauty in advertisement. Third quadrant reflects low level of involvement and thinking. Products of daily use reflect items in this section. Detergents, washing soaps and such kind of other commodities fall in this category and advertisers adopt strategies accordingly. Fourth quadrant involves high level of feelings. Pleasure products falls under this category and advertisers highlight product specification and features to lure consumers.
