FCB GRID
QUADRANT ONE
he FCB grid was developed by Richard Vaughn, a Senior Vice President of Foote, Cone and
Belding Advertising. It helps direct advertising’s creative strategy and media strategy as it clarifies how
consumers approach the buying process for different products. Notice that the process is driven by the
TYPE OF PRODUCT, so product analysis is our first step understanding advertising and its part in the
4P's and the C model, the C model includes Consumer, Cost, Convenience and Communications.
roducts in Quadrant One of the FCB Grid are products that are of high importance to the buyer
(generally more expensive) and are decided on rationally. Generally, the buyer will research competing
products and will want lots of information before making a buying decision.
SAMPLE PAGES
Infinity Cars
A nicely designed page that gives lots of information in a very user friendly format. (Do YOU know what a
DAMPER ASSYDYNAMIC is?)
New York TImes.
A premier newspaper-- on-line.
Quick Quote Insurance
Get a quick quote on term life insurance. Compares hundreds of companies and gives you a free instant quote.
ASSIGNMENT
Using the web, find another well-designed page for a product that belongs in Quadrant One. Does it provide all
the information you want. How could this page be improved? (Make sure you record the product and the WEB
address to share with the class.)
FCB GRID
QUADRANT TWO
roducts in Quadrant Two of the FCB Grid are high involvement (expensive and an important
decision) but are more emotional in the decision making process. You buy designer clothes because they
will make you feel good about the way you look and feel or to show your status--all emotional responses.
Other examples would be engagement rings, Nike “Galaxy” sneaker, fine perfumes or it could be a car
(normally in Quadrant One) if it was a sporty red convertible that you bought to make you feel young or
sexy. If your product is in Quadrant Two, you need to generate emotional responses and create an image
that people are willing to buy.
Assignment:
Go on the web and list 3 product ads that fall into Quadrant two and explain why.
Identify product or service in the ad give details and explain why it conforms to Q2 advertising strategy.
FCB GRID
QUADRANT THREE
uadrant Three of the FCB Grid is for products that are lower involvement (not really a lot to lose
if you don't like the product) and rational decisions. Here we find many package goods, such as
detergents, paper products and other everyday items. Since these are rational decisions, the consumer
generally needs to be given a reason to buy (differentiate the product from others and find market
niches) and there is the need within the ad to generate brand loyalty and repeat buying. Reminder ads
and coupons or other sales promotion can help here. Even though this is a rational decision, the lower
importance means that consumers probably won't wade through long copy print ads.
Assignment:
Go on line and find 4 product ads that conform to this mode of advertising appeal. List products and give details from
the ad that qualifies it to be classified under this quadrant.
FCB GRID
QUADRANT FOUR
uadrant Four of the FCB Grid is for products that are low involvement, emotional decisions.
These are items that aren't really very expensive and make you feel good or provide self-satisfaction.
Here, you would find entertainment, snack foods, fast foods, soft drinks, and candy. Many times, these
are impulse or convenience buys. Products in this catagory don't really have a lot of rational reasons for
you to buy, and rely heavily on "feel good" ads. Many times, lifestyles are portrayed to attach an image
to the product (such as, if you are young, drink Pepsi.)
Assignment:
Go on line and find 4 product ads that conform to this mode of advertising appeal. List products and give details from
the ad that qualifies it to be classified under this quadrant.