Critically analyse if the adverts are correctly designed according to the FCB model

The following piece will aim to critically analyse if the adverts chosen have been correctly designed according to the FCB (Foote, Cone and Belding) model. This model was adapted after the ELM (Elaboration Likelihood Model of Persuasion) (Petty and Cacioppo, 1986) theory to suggest ways in which adverts could be adapted and provide clear recommendations regarding how to optimise advertising content to advertise different products. The FCB model also gives recommendations on how to test the method, which advertising channel to use and what content to include.

Figure 1: Volkswagen print ad (Source: Auto Blog 2012)

One feature of the FCB model is the ‘high-involvement’, ‘thinking’ section on the grid which represents products that involve a higher amount of cognitive processing (Ratchford and Vaughn, 1989) such as cars, appliances, furniture and insurance. This part of the grid also suggests that advertising can be optimised by including detailed information about the product in order to maximise interest in the product. The advert chosen, however, does not include any specific information regarding the car at all. One reason for this could be that, in general, older car adverts include more information about the car including performance specifics (Bing Images, 2015) and newer car adverts are much more simple-looking with significantly reduced amount of text. The FCB model was created in the 1980s which could suggest that the model is out of date (Ratchford and Vaughn, 1980).

Another feature of the FCB model suggests that during the decision making process when deciding whether to buy a car or not, the consumer undergoes a ‘learn – feel – do’ process. This process suggests that consumers are more likely to purchase the product when it is high-involvement if they research about it first, have the opportunity to test drive the car and then make the decision to purchase it or not. The above advertisement for the Volkswagen Polo and Vento supports this model in the sense that the advert is offering consumers the opportunity to test drive the car. However, by not including details about the car but only including the opportunity to test drive, this order of process (feel – learn – do), according to the FCB model (Ratchford and Vaughn, 1989) applies to products such as jewellery, fashion items and cosmetics. This could suggest that the advert is attempting to reach consumers feelings and emotions which could potentially lead to impulsive, low involvement purchases (Percy and Rossiter, 1992).

Figure 2: Billboard Advertising (Source: Outdoor Advertising Ltd. 2015)

Another feature of the FCB model is the ‘low-involvement’, ‘thinking’ section on the grid which represents products that involve a low amount of cognitive processing (Ratchford and Vaughn, 1989) such as food and household items. This part of the grid also suggests that advertising can be optimised by using small space advertisements to promote these products or short 10-second radio adverts. Therefore, the above image of the billboard advertising Flora butter (Outdoor Advertising Ltd, 2015) shows that Flora is not advertising in accordance with the FCB model by choosing to promote the product on a large-scale ad.

Another issue with promoting Flora butter on a large scale advert is that the FCB model also suggests that by constantly reminding consumers about the product with many adverts and frequent messages can increase the chances of a sale. However, by using a billboard to execute this plan will cost much more time and money than it would if small ads were used. In addition to this, butter on the FCB model would be classed as a low-involvement ‘thinking’ product, however, the advert Flora has used has incorporated bright colours and cartoons which could trigger feelings and emotions of the consumer.

Potential issues with the FCB model include simplicity – the model could be too simple and may not include enough information to account for potential scenarios where two different people have different involvement levels with the same product. In addition to this, the FCB model suggests that the involvement level of products is pre-defined, but Percy and Rossiter (1992) agree that the involvement level of a product is defined at the purchase stage. Percy and Rossiter (1992) also suggest that the purchase of a car may not be a high-involvement decision (Ratchford and Vaughn, 1989) but the reasons for buying the car e.g. reward for a promotion, a solution to a problem or a relief could mean it was a fast, low involvement decision where thinking and feeling is not adequate.

Conclusion

In order for Volkswagen and Flora to develop their advertising strategies in accordance with the FCB model (Ratchford and Vaughn, 1989), Volkswagen must first include specific details about the car in their print advertisements. With regards to the Flora advertisement, the FCB model suggests that Flora should re-launch the advert in the form of small-space ads, create many of these ads to enforce a reminder to the consumer and repeat the message. As the consumer tends to buy this product first before they research it and make up their mind whether they like it or not (Ratchford and Vaughn, 1989) it is also essential that advertising continues after the purchase in order to continually attempt to impress the buyer.

 

 References

·         Ratchford, B. T., & Vaughn, R. (1989). On the relationship between motives and purchase decisions: Some empirical approaches. Advances in Consumer Research, 16(1), 293-299.

·         Ratchford, B. T. (1987). New insights about the FCB grid. Journal of advertising research.

·         Petty, R. E., & Cacioppo, J. T. (1986) The elaboration likelihood model of persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology (vol. 19, pp. 123--‐205). San Diego, CA: Academic Press.

·         Auto Blog (2012) Volkswagen print ad [Online] Available at: http://www.autoblog.com/2012/09/12/volkswagen-incites-negative-buzz-by-including-vibrator-in-new/ [Accessed 14^th May 2015]

·         Bing Images (2015) Old car advert [Online] Available at: http://www.bing.com/images/search?q=old+car+advert&FORM=HDRSC2 [Accessed 14^th May 2015]

·         Outdoor Advertising Ltd. (2015) Billboard Advertising [Online] Available at: https://www.outdooradvertisingltd.co.uk/billboard-advertising-php/ [Accessed 14^th May 2015]

·         Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274.