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HOW ADVERTISING WORKS

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abhijeet verma
abhijeet verma

This document summarizes advertising and models used in advertising. It defines advertising as any paid non-personal promotion of ideas, goods, or services by an identified sponsor. The document discusses traditional advertising theories and consumer behavior models used in advertising. It specifically outlines the FCB model, which categorizes consumers as thinkers, feelers, doers, or reactors based on their involvement and thought in purchasing. For each category, the document provides examples of product types, key models used, and factors that determine advertising success, such as recall rate or attitude change. It concludes by noting some products may appeal to multiple categories in the FCB model.

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HOW ADVERTISING WORKS? Submitted by : Abhijeet Verma NA13001 Abhilasha Jaju NA13002 Kartik Aggarwal NA13029 Kushal Pachisia NA13030 Vineet Arora NA13057
WHAT IS ADVERTISING ? According to American Marketing Association(AMA), Advertising means any paid form of non personal presentation and promotion of idea, goods or services by an identified sponsor. Advertising is a one way exchange that is impersonal in format. There is little empirical evidence of effect of creative messaging on purchase behavior and sales revenue. However, Creative advertising is more memorable, works with less media spending, and builds a fan community... Faster. The conventional wisdom thus persists that creativity in advertisements matters.
HOW ADVERTISING WORKS
MODELS USED IN ADVERTISING TRADITIONAL ADVERTISING THEORIES CONSUMER BEHAVIOUR MODELS RECENT DEVELOPMENT THEORIES CONSUMER INVOLVEMENT BRAIN SPECIALIZATION FCB MODELS
FCB MODEL
The examples of product for this category of customers could be Cars, electronic good, Housing etc. Model: Learn-Feel-Do These kind of advertisement communicate the benefit arising from the usage of the product by doing a cost benefit analysis. Success of the advertisements depends on the recall rate. Specific information- This kind of advertisement provides information with respect to the product. For example: mileage, latest offers and features in case of a car advertisement. Positioning of the brand: Value for money, Feature rich, Trust, Comfort Informative (Thinker)
Wagon R
The examples of product for this category of customers could be wrist watch, jewellery, motor-cycles etc. Model: Feel-Learn-Do Emotional attribute is far more important than the functional attribute The advertisements are made dramatic to create the required impact Success of the advertisements depends on the attitude change and emotional arousal Fastrack watches Previously watches were seen as a time keeping device. However, Tata positioned Fastrack as an accessory, which is an extension for the personality. Positioning of the brand: Youthful, Counter culture, Freedom Affective (Feeler)
Fastrack
The examples of product for this category of customers could be mundane items like detergents, toothpaste etc. Model: Do-Learn-Feel Products in this area involve minimal thought and a tendency to form buying habits for convenience. Any point of difference is exploited. Most difficult quadrant as the products are commoditized in nature. Success of the advertisements depends on the change in sales before and after advertising Ghadi detergent Positioning of the brand: Trustworthy, Better quality Habit formation (Doer)
Ghadi detergent
The examples of product for this category of customers could be soft drinks, food outlets etc. Model: Do-Feel-Learn Products in this area involve minimal thought and a tendency to form buying habits for convenience. Any point of difference is exploited. Most difficult quadrant as the products are commoditized in nature. Success of the advertisements depends on the change in sales before and after advertising. Royal Stag Positioning of the brand: Aspirational Self satisfaction (Reactor)
Royal Stag
Overlapping in FCB model Thinking FeelingHigh involvement Low involvement Incredible India Javed Habib hair parlor McDonalds Nescafe
Overlapping in FCB Model
Overlapping in FCB Model
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HOW ADVERTISING WORKS

  • 1. HOW ADVERTISING WORKS? Submitted by : Abhijeet Verma NA13001 Abhilasha Jaju NA13002 Kartik Aggarwal NA13029 Kushal Pachisia NA13030 Vineet Arora NA13057
  • 2. WHAT IS ADVERTISING ? According to American Marketing Association(AMA), Advertising means any paid form of non personal presentation and promotion of idea, goods or services by an identified sponsor. Advertising is a one way exchange that is impersonal in format. There is little empirical evidence of effect of creative messaging on purchase behavior and sales revenue. However, Creative advertising is more memorable, works with less media spending, and builds a fan community... Faster. The conventional wisdom thus persists that creativity in advertisements matters.
  • 4. MODELS USED IN ADVERTISING TRADITIONAL ADVERTISING THEORIES CONSUMER BEHAVIOUR MODELS RECENT DEVELOPMENT THEORIES CONSUMER INVOLVEMENT BRAIN SPECIALIZATION FCB MODELS
  • 6. The examples of product for this category of customers could be Cars, electronic good, Housing etc. Model: Learn-Feel-Do These kind of advertisement communicate the benefit arising from the usage of the product by doing a cost benefit analysis. Success of the advertisements depends on the recall rate. Specific information- This kind of advertisement provides information with respect to the product. For example: mileage, latest offers and features in case of a car advertisement. Positioning of the brand: Value for money, Feature rich, Trust, Comfort Informative (Thinker)
  • 8. The examples of product for this category of customers could be wrist watch, jewellery, motor-cycles etc. Model: Feel-Learn-Do Emotional attribute is far more important than the functional attribute The advertisements are made dramatic to create the required impact Success of the advertisements depends on the attitude change and emotional arousal Fastrack watches Previously watches were seen as a time keeping device. However, Tata positioned Fastrack as an accessory, which is an extension for the personality. Positioning of the brand: Youthful, Counter culture, Freedom Affective (Feeler)
  • 10. The examples of product for this category of customers could be mundane items like detergents, toothpaste etc. Model: Do-Learn-Feel Products in this area involve minimal thought and a tendency to form buying habits for convenience. Any point of difference is exploited. Most difficult quadrant as the products are commoditized in nature. Success of the advertisements depends on the change in sales before and after advertising Ghadi detergent Positioning of the brand: Trustworthy, Better quality Habit formation (Doer)
  • 12. The examples of product for this category of customers could be soft drinks, food outlets etc. Model: Do-Feel-Learn Products in this area involve minimal thought and a tendency to form buying habits for convenience. Any point of difference is exploited. Most difficult quadrant as the products are commoditized in nature. Success of the advertisements depends on the change in sales before and after advertising. Royal Stag Positioning of the brand: Aspirational Self satisfaction (Reactor)
  • 14. Overlapping in FCB model Thinking FeelingHigh involvement Low involvement Incredible India Javed Habib hair parlor McDonalds Nescafe