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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising management | 4/11 | https://en.wikipedia.org/wiki/Advertising_management | reference | science, encyclopedia | 2026-05-05T15:17:26.704627+00:00 | kb-cron |
All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude, brand preference or brand purchase intention. The process of moving consumers from purchase intention to actual sales is known as conversion. While advertising is an excellent tool for creating awareness, brand attitude and purchase intent, it usually requires support from other elements in the promotion mix and the marketing program to convert purchase intent into an actual sale. Many different techniques can be used to convert interest into sales including special price offers, special promotional offers, attractive trade-in terms, guarantees or a strong call-to-action as part of the advertising message. In order to penetrate markets, it is essential that high levels of awareness are created as early as possible in a product or brand life-cycle. Hierarchical models provide marketers and advertisers with basic insights about the nature of the target audience, the optimal message and media strategy indicated at different junctures throughout a product's life cycle. For new products, the main advertising objective should be to create awareness with a broad cross-section of the potential market as quickly as practical. When the desired levels of awareness have been attained, the promotional effort should shift to stimulating interest, desire or conviction. The number of potential purchasers decreases as the product moves through the natural sales cycle in an effect likened to a funnel. Early in the campaign, the marketers should attempt to reach as many potential buyers as possible with high impact messages. Later in the cycle, and as the number of prospects becomes smaller, the marketer can employ more tightly targeted promotional activities such as personal selling, direct mail and email directed at those individuals or sub-segments more likely to exhibit a genuine interest in the product or brand.
=== Integrative models === Integrative models assume that consumers process advertising information via two paths – both cognitive (thinking) and affective (feeling) simultaneously. These models seek to combine the type of purchase with the consumer's dominant mode of processing. Integrative models are based on research findings indicating that congruence between personality and the way a persuasive message is framed. That is, aligning the message framing with the recipient's personality profile may play an important role in ensuring the success of that message. In a recent experiment, five advertisements (each designed to target one of the five personality traits) were constructed for a single product. Findings suggest that advertisements were evaluated more positively when they aligned with participants' motives. Tailoring persuasive messages to the personality traits of the targeted audience can be an effective way of enhancing the message's impact. There are many integrative frameworks. Two of the more widely used models are the grids developed by Foote, Cone, Belding (FCB) (see below) and another devised by Rossiter and Percy, and which is an extension of the FCB approach. These planning grids are very popular with advertising practitioners because of their ease of application.
==== Foote, Cone, Belding (FCB) planning grid ==== The FCB planning grid was developed by Richard Vaughan, who was the senior vice president at advertising agency, Foote, Cone and Belding, in the 1980s. The planning grid has two dimensions, involvement and information processing. Each dimension has two values, representing extremes of a continuum, specifically involvement (high/low) and information processing (thinking/feeling). These form a 2 × 2 matrix with four cells representing the different types of advertising effects.
The FCB planning grid gives rise to a number of implications for advertising and media strategy:
Quadrant 1: High-involvement/ rational purchases: In the first quadrant consumers learn about a product through advertising after which they develop a favourable (or unfavourable) disposition to the product which may or may not culminate in a purchase. This approach is considered optimal for advertising high ticket items such as cars and household furniture. When this is the dominant approach to purchasing, advertising messages should be information-rich and media strategy should be weighted towards media such as magazines and newspapers capable of delivering long-copy advertising. Quadrant 2: High-involvement/ emotional purchases: In the second quadrant, audiences exhibit an emotional response to advertisements which transfers to products. This approach is used for products such as jewellery, expensive perfumes and designer fashion where consumers are emotionally involved in the purchase. When this mode of purchasing is evident, advertising should be designed to create a strong brand image and media should be selected to support the relevant image. For example, magazines such as Vogue can help to create an up-market image.
Quadrant 3: Low-involvement/ rational purchases: The third quadrant represents routine low-involvement purchases evident for many packaged goods such as detergents, tissues and other consumable household items. Consumers make habitual purchases, and after consumption the benefit of using the brand is reinforced which ideally results in long-term brand loyalty (re-purchase). Given that this is a rational purchase, consumers need to be informed or reminded of the product's benefits. Advertising messages should encourage repeat purchasing and brand loyalty while media strategy should be weighted towards media that can deliver high frequency required for reminder campaigns such as TV, radio and sales promotion. Quadrant 4: Low-involvement/ emotional purchases: In the final quadrant, consumers make low-involvement, relatively inexpensive purchases that make them feel good. Impulse purchases and convenience goods fall into this category. The purchase leads to feelings of satisfaction which, in turn, reinforces the purchase behavior. When this approach is the dominant purchase mode, advertising messages should "congratulate" customers on their purchase choice and the media strategy should be weighted towards options that reach customers when they are close to the point-of-purchase such as billboards, sales promotion and point-of-sale displays. Examples of this approach include "McDonald's – You Deserve a Break Today" and "L'Oreal- Because You're Worth It".