ManagementParadise.com : Worlds Leading Management Portal. MBA | Classroom, Boardroom and Beyond


Go Back   ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. > Projects HUB for Management Students ( MBA Projects and dissertations / BMS Projects / BBA Projects > Resolve Your Query - Get Help and discuss Projects > Marketing Management ( RM , IM )

FCB GRID

FCB GRID

Discuss FCB GRID within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; ‘High involvement/low involvement and rational vs. Emotional appeals’ How to achieve a good brand attitude is, in fact, rather complex. ...

Reply

 

LinkBack Thread Tools Display Modes
Advertisements
FCB GRID
Old
 (1 (permalink))
Sunanda K. Chavan
sunandaC has a spectacular aura aboutsunandaC has a spectacular aura aboutsunandaC has a spectacular aura about
 
sunandaC
Management Paradise Guru
 
Status: Offline
Posts: 6,685
Join Date: Jul 2010
FCB GRID - October 20th, 2010

‘High involvement/low involvement and rational vs. Emotional appeals’
How to achieve a good brand attitude is, in fact, rather complex. But to make it simple, we can break it down into some basic steps.
The first step is to determine whether what you sell is a high involvement or low involvement product.

Think of a high involvement product as one that is risky and important for customers. If you sell a product that is mission critical to a customer (that is, if it doesn’t work, the customer’s business doesn’t work), then it is clearly a high involvement product.

Alternatively, low involvement products are not that important or risky to customers.A decision must be made about how you will influence the customer’s attitude. Two broad ways exist for doing this.

One is through a rational persuasion approach (Also known as the ‘THINK’), the other is through an emotional appeal (also known as the ‘FEEL’). In fact, you see these different types of approaches used all the time in television and print advertising.

How you make this decision depends on what you know about your customers. If you were trying to change an engineer’s attitude, for example, a rational approach would typically (but not always) be best.

An artist might be approached more with an emotional appeal. The more you know about your customers, the easier this decision will be. ith an understanding of the nature of your customer’s involvement and the approach you will take, it is relatively easy to see the different strategies that should be used to achieve a good brand attitude. These are listed in the table below, and they are all based on research in persuasion and marketing.

As an example of what the table says, consider trying to change the attitude of a customer who is very involved in the product and appears susceptible to rational persuasion.
You should use multiple facts, expert and credible sources, scientific evidence, etc.

By looking at this table you can easily see how so many companies (especially Internet companies) who try to make fun ads with lots of music are assuming they are selling a low-involvement product to people who want an emotional appeal.
But are they? Not always, and this suggests they won’t do a good job persuading customers to like their brand.
The FCB Planning Model
The FCB grid, delineates four primary advertising planning strategies:
1. Informative
2. Affective
3. Habit forming
4. Satisfaction
Advertisements

Last edited by sunandaC; October 20th, 2010 at 02:55 PM..
   
Friends: (0)
Reply With Quote
Related to FCB GRID
 

Similar Threads

Thread Thread Starter Forum Replies Last Post
Leadership Grid narang.1987 PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT 0 October 23rd, 2008 11:49 PM
BUY POWER GRID Wizard Stock Markets Tips & Gyan !! 2 October 7th, 2007 12:02 PM
Grid locked gaurav200x Articles !! 0 August 29th, 2006 11:58 AM
 

Reply

Bookmarks

Tags
fcb grid

Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Trackbacks are On
Pingbacks are On
Refbacks are On


Login
Forgot Password?  New User?
  

» Ads





» Recent Threads

Payroll Process
Last post by Colin Middleton
2 Hours Ago 05:05 PM
1 Replies
Epic Research Update :...
Last post by Epic Research
6 Hours Ago 01:01 PM
1 Replies
Epic Research Update :...
Last post by Epic Research
6 Hours Ago 01:00 PM
1 Replies
Debra Hass & Associates...
Last post by Kaye Mahall
1 Day Ago 06:42 PM
0 Replies
Soultion manual on... ( 1 2 3... Last Page)
Last post by Lee Parker
1 Day Ago 10:59 PM
65 Replies
CFA Level 1, Level 2 and...
Last post by Jean Marc
2 Days Ago 11:30 AM
6 Replies
Need companies address... ( 1 2)
Last post by Bhautik Kawa
3 Days Ago 10:30 AM
15 Replies
Epic Research : Asian...
Last post by Epic Research
4 Days Ago 11:04 AM
4 Replies
Epic Research : US...
Last post by Epic Research
4 Days Ago 10:48 AM
3 Replies
Solutions Manuals,... ( 1 2)
Last post by Rafia Faiz
4 Days Ago 10:38 AM
16 Replies
Solution manual on... ( 1 2 3)
Last post by Love Boy
4 Days Ago 01:47 AM
28 Replies
SENSEX - THE BAROMETER...
Last post by Rajesh Chourasia
4 Days Ago 09:11 PM
2 Replies
If stock market goes...
Last post by Hrishita Sahay
4 Days Ago 09:03 PM
1 Replies
10 Unique way to...
Last post by Muneeb Gill
5 Days Ago 06:41 PM
3 Replies
Project Report - Lakme ( 1 2 3... Last Page)
Last post by Sonal Kushwaha
5 Days Ago 03:05 PM
30 Replies

» Projects Helpline

No Threads to Display.

» THE BIG FIGHT

No Threads to Display.
ManagementParadise.com is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.


Management Paradise
About Us
Press
Jobs
Contact Us
Kartik Raichura
Legal
Terms & Conditions
Privacy Policy
Disclaimer
Copyrights
Help
Zeitgeist
Support
FAQs
Tour
Feedback
Partners
Follow
Copyright © 2004 - 2013 Management Paradise. Site Developed by Available.co.in