The Hidden Persuader

Revisiting concepts: The FCB Grid

The FCB grid was developed by Richard Vaughn. a Senior Vice President of Foote, Cone and Belding Advertising. It helps direct both our creative strategy and our media strategy as it clarifies how consumers approach the buying process for different products. Because of its simplicity the FCB grid became celebrated as a good model, but also a good tool for identifying the right approach a selling message should take. By estimating how a product relates to a consumer in terms of emotion-rationality, low/high involvement, advertisers could focus on the steps a consumer will take when purchasing this product and develop appropriate (hopefully successful) messages.