Marketing Communications

74 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK

Vaughn^3 proposed an integration of the different sequence models and presented a model,

known as the Foot–Cone–Belding (FCB) grid. Four different situations are distinguished, based

on two dimensions, i.e. the high–low involvement and the think–feel dimension. Involvement

can be defined as the importance people attach to a product or a buying decision, the extent

to which one has to think it over and the level of perceived risk associated with an inadequate

brand choice. The think–feel dimension represents a continuum reflecting the extent to which

a decision is made on a cognitive or an affective basis. Here Vaughn takes into account that

for certain products, such as sugar, mineral water, paper towels, soap and banks, cognitive

elements are important, while for products such as cakes, ice cream and perfume, affective

elements seem to have more impact on the buying decision process. For example, consumers

may wonder whether they are running out of water, or whether they will need paper towels

during the next week. This is in contrast to considerations such as what to buy the children

for a treat: Kinder Delight or chocolate mousse? Figure 3.1 shown the different sequences in

each of the four situations.

Table 3.1 Hierarchy-of-effects models

Ye a r Model Cognitive Affective Conative

1900 AIDA, St Elmo Lewis Attention Interest, desire Action

1911 AIDAS, Sheldon Attention Interest, desire Action, satisfaction

1921 AIDCA, Kitson Attention Interest, desire,

conviction

Action

1961 ACCA (or DAGMAR),

Colley

Awareness,

comprehension

Conviction Action

1961 Lavidge and Steiner Awareness,

knowledge

Liking, preference,

conviction

Purchase

1962 AIETA, Rogers Awareness Interest, evaluation Trial, adaption

1971 ACALTA, Robertson Awareness,

comprehension

Attitude,

legitimation

Trial, adoption

Source: Based on Barry, T.E. and Howard, D.J. (1990), ‘A Review and Critique of the Hierarchy of Effects in Advertising’,

International Journal of Advertising, 9, 121–35.

Figure 3.1 The FCB grid

Source: Based on Vaughn, R. (1980), ‘How Advertising Works: A Planning Model’, Journal of Advertising Research, 20(5), 27–33,

http://www.warc.com/jar.

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