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Better Advertising Planning Grid
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The article “Better Advertising Planning Grid”, by John Rossiter, and Larry Percy, says that the manager now needs a more comprehensive model which accounts for the major differences in how ads work depending on the advertising situation. Purpose in this article is to present and discuss a newer and improved alternative advertising planning grid based on the work of Rossiter and Percy (1987), which we call the Rossiter-Percy Grid.
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These sections discuss:
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(1) Brand awareness as a necessary precursor to brand attitude;
(2) the involvement dimension of brand attitude;
(3) the motivational di-mension of brand attitude;
(4) advertising tactics based on the grids; and
(5) theoretical extensions of the Rossiter-Percy Grid.
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Article mainly criticizes FCB grid on various parameters and explains why Rossiter-Percy grid is better.
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The areas of contentions are:
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Brand Awareness as a necessary precursor to Brand Attitude
The Rossiter-Percy Grid posits brand awareness as a necessary communication objective for advertising, prior to brand attitude. Brand attitude without prior brand awareness is an insufficient advertising communication objective. Various other devices, such as bizarre
executions and jingles, are also recommended for specific types of advertising where they may be appropriate to increase brand recall.
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The involvement dimension of Attitude
It is consumer’s level of involvement in making the product or brand choice. FGB conceptualization of involvement is inadequate on atleast three counts.
Firstly, a consumer could be quite an experienced buyer of the product category such that it has become low involvement, yet become highly involved when a new brand enters the category. The second problem with the FGB conceptualization of involvement is that it confuses product-category involvement with various brands’ involvement. Third problem with the FCB conceptualization of involvement is that involvement is seen as a continuum, despite the dichotomous-looking diagram they use to portray their grid.
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Motivational Dimension of Attitude
Product or brand attitudes are distinguished not only by the level of involvement in making the choice but also by the purchase motive which caused the attitude to be formed initially. Qualitative researchers spend a good deal of their time trying to identify purchase motives, and advertising agencies, too, are always seeking these “triggers to action.”
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The FCB Grid’s classification of “think-feel” does not allow for differences between product-category and brand-purchase motivations.
FCB matrix considers think and feel as the 2 primary factors motivating purchase, but there are so many other parameters too. Rossiter-Percy grid gives wide array including informational and transformational motivators. A further difficulty with the FCB approach, and with that of many other writers who have focused on “emotions” and “feelings,” is that the writers tend almost always to be referring to positive emotions or feelings when they use these terms. Yet another difficulty with the motivational dimension in the FCB Grid concerns measurement.
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A final criticism of the FCB Grid’s conceptualization of the “think-feel” dimension is that it correlates highly positively with the “involvement” dimension.
The Rossiter-Percy model allows product-category purchase motives and brand purchase motives to differ, whereas the FCB approach does not. Rossiter and Percy’s model identifies eight operatively distinct purchase motives, in comparison with the FCB model which distinguishes only one “think” motive and several “feel” motives and cannot measure the obviously important motive of social approval.
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FCB grid doesn’t tell advertisers what they should do once they identify the quadrant.
The low-involvement tactics tend to focus on just one or two benefits as in the typical consumer packaged-goods (“USP”) type of approach. On the other hand, the high-involvement tactics tend to focus on the multiple-benefits type of approach which characterizes the carefully considered comparative decisions.
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Overall, therefore, a further advantage of the Rossiter-Percy Grid is that it can accommodate other theoretical constructs in consumer decision-making and advertising.
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Tags: Advertising Planning Grid, Brand Attitude, Brand Awareness, FCB grid, involvement dimension of Attitude, Rossiter-Percy Grid, think-feel
November 24th, 2009 at 8:43 PM
Nice article mate..
November 24th, 2009 at 9:11 PM
Many thanks sorav…