MATUŠÍNSKÁ, Kateřina and Michal STOKLASA. Advertising Strategy according to the Concept of the FCB Model in the Conditions of the Various Generations. E & M EKONOMIE A MANAGEMENT. LIBEREC 1: TECHNICAL UNIV LIBEREC, 2021, vol. 24, No 4, p. 189-205. ISSN 1212-3609. Available from: https://dx.doi.org/10.15240/tul/001/2021-4-012.
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Basic information
Original name Advertising Strategy according to the Concept of the FCB Model in the Conditions of the Various Generations.
Authors MATUŠÍNSKÁ, Kateřina (203 Czech Republic, guarantor, belonging to the institution) and Michal STOKLASA (203 Czech Republic, belonging to the institution).
Edition E & M EKONOMIE A MANAGEMENT, LIBEREC 1, TECHNICAL UNIV LIBEREC, 2021, 1212-3609.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/47813059:19520/21:A0000235
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.15240/tul/001/2021-4-012
UT WoS 000733816600012
Keywords in English Advertising;emotional and rational appeal; FCB grid; involvement theory; marketing communication
Tags impakt
Tags International impact, Reviewed
Changed by Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 7/1/2022 10:49.
Abstract
The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and 2) to verify the validity of defined advertising strategies in the traditional theoretical conception of the Foote, Cone & Belding (FCB) model with the current level of acceptance and perception of advertising within the defined selected target group according to age (generation) and gender in the conditions of the Czech Republic. To meet both aims, both secondary and primary marketing research was implemented. The theoretical background of the paper is based on knowledge of marketing communication principles in general with emphasis on advertising theories. The greatest attention is focused on the traditional version of the FCB model which is based on a matrix of consumer thinking–feeling and high–low involvement behaviours and proposes four advertising strategies. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,100 Czech respondents. The methods used are positional maps for the FCB grid and chi-squared with a suitable post-hoc test. The outputs reveal the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) the model according to specific conditions and identification features of different Czech generations and genders, then adjust recommendations for advertising strategies. In Czech conditions, the sextant grind should be used. There is a prevalence of representative product placement in quadrants 1 and 3, i.e., rational appeals even for products where this is not expected. The outcomes can be used for the choice of correct advertising strategy, advertising media, and types.
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