180 Advertising and Integrated Marketing Communications

FIGURE 4.10 The concept of involvement

Antecedents of Possible results of

involvement involvement

Consumer factors Evoking counter-

- Needs arguments to ads
- Interests
- Importance Ad effectiveness to
- Values induce purchase
Involvement with:
Product or Relative importance of
message factors product class
- Product - Advertisements
differentiation Perceived differences
- Communication - Products in product attributes
source
- Content of - Purchase decisions Preference for a
communication particular brand

Situational factors Influence of price on

- Purchase/use choice
occasion
Amount of information
search

Time spent on
evaluating alternatives

Type of decision rule

used in choice

4.3.1 The Foote, Cone and Belding (FCB) Model17

Figure 4.11
 Chapter 4 Understanding the Communications Process 181

FIGURE 4.11 The FCB grid

THINKING FEELING
H I 1. INFORMATIVE (THINKER) 2. AFFECTIVE (FEELER)
I N CAR-HOUSE-FURNISHINGS JEWELLERY-COSMETICS-
G V
NEW PRODUCTS FASHION APPAREL-MOTORCYCLES
H O
MODEL : LEARN-FEEL-DO MODEL : FEEL-LEARN-DO
L (Economic?) (Psychological?)
V
Possible Implications Possible Implication
E
M TEST: Recall TEST Attitude Change
E Diagnostics Emotion Arousal
N MEDIA: Long Copy Format MEDIA: Large Space
T Reflective Vehicles Image Specials
CREATIVE: Specific Information CREATIVE: Executional
Demonstration Impact

3. HABIT FORMATION (DOERY) 4. SELF-SATISFACTION (REACTOR)

FOOD-HOUSEHOLD ITEMS CIGARETTES-LIQUOR-CANDY
L I
ON MODEL: DO-LEARN-FEEL MODEL: DO-FEEL-LEARN
WV (Responsive?) (Social?)
O Possible Implications Possible Implications
L
TEST: Sales TEST: Sales
V
E MEDIA: Small Space Ads MEDIA: Billboards
M 10 Second I.D.'s Newspapers
E Radio; POS POS
N CREATIVE: Reminder CREATIVE: Attention
T

informative strategy

affective strategy
182 Advertising and Integrated Marketing Communications

The habit formation strategy

In the current times, cellular services have also become a relatively low-involvement,
thinking-oriented product. Product differentiation is also low – all mobile service operators
have more or less the same plans and offer the same services with the same add-ons.
These brands have high awareness, not equity, which is why brand loyalty is low and
mobile service operators are forced to lock customers in with contracts. Unlike with
cellular handsets, with mobile services, consumers do not get involved in the purchase

concerned with is where to pay the bill or buy the next prepaid card. Network connectivity,
except for extremely remote locations, is almost the same for all brands, with individual
strong and weak pockets. Thus brand names do not matter as yet. Hutch, now Vodafone,
spent heavily on advertising and communication, but it still had a relatively shallow
brand image. However, Vodafone had been wise to retain in the initial period, certain
accumulated properties of Hutch such as its pug or signature tune.
In view of the nature of the product, Vodafone’s decision to quickly migrate Hutch
customers to its name was wise. All it needed to do at this stage was spend enough to
create mass awareness through repetition. And consumers were automatically migrated
 Chapter 4 Understanding the Communications Process 183

with the next bill. Conventional wisdom also says that in the case of service products,
post-sales service activities, such as billing, customer care, and consumer experience
are more important than the brand name. Thus, Hutch’s suggestion that only the name
has changed and the change would lead to even better services, serves as a reassurance
for existing consumers so as not to create any post-purchase dissonance.

4.3.2 The Kim-Lord Model18

Figure 4.12

Figure 4.13

Odomos
Odomos
Odomos

FIGURE 4.12 The Kim-Lord Grid

Affective involvement
(Feeling)
Low High

Computer Car
High
Camera Skin lotion
Cooking oil Perfume

Cognitive involvement
(Thinking)
Detergent Greeting card
Salt Burger
Low
Candles Cigarettes