Richard Vaughn of FCB advertising agency and his colleagues developed a useful advertising planning model. They built this model based on response hierarchy theories and degree of involvement. They also incorporated two important dimensions, thinking and feeling to both high and low involvement levels. This model separates four basic advertising planning approaches Informative Affective Habit formation and Self-satisfaction

3.  Industry : Advertising Agency
 Founded : 1873
 Founded by : Lord and Thomas
 Headquarters : New York and Chicago
 Number of locations : 90 countries

4.  Area Served : Worldwide
 Current CEO : Carter Murray
 Number of employees : 8600
 Website : www.fcb.com

5.  Richard Vaughn of FCB advertising agency
and his colleagues developed a useful
advertising planning model. They built this
model based on response hierarchy theories
and degree of involvement.
 They also incorporated two important
dimensions, thinking and feeling to both high
and low involvement levels.

6.  According to split brain theory, the left side
of brain is more capable of rational and
cognitive thinking and the right side of brain
is more emotional, intuitive, visual and
involved in feeling or affective aspects.

7.  This model separates four basic advertising
planning approaches
1. Informative
2. Affective
3. Habit formation and
4. Self-satisfaction

9.  Informative strategy is appropriate for high
involvement products and services where
economic considerations or unique features
lead consumers to think rationally.
 For example, purchase of industrial products
or expensive household appliances is a high-
involvement situation and learn- feel-do
model is the right choice.

10. LEARN
FEEL
DO

11.  Car
 House
 Furnishing
 Motorcycles
 Mobile and
 Laptops etc.

12.  The affective strategy is suitable when
consumer involvement is high and ego
intensive feeling have much to do in making
the purchase decision.
 The advertising should impress upon the
psychological and emotional aspects, such as
self-image, ego and status etc.

13. FEEL
LEARN
DO

14.  Jewellery
 Cosmetics and
 Designer clothing etc.

15.  The strategy of habit formation is appropriate
for food items, impulse products, or
inexpensive household items purchased
routinely on an on-going basis.
 Learning occurs most often after trial
purchase. These purchases become routine
and habitual.

16. DO
LEARN
FEEL

17.  Food
 Household items etc.

18.  Self-satisfaction strategy is sound for low-
involvement/feeling products. Primarily, the
appeals address sensory pleasures and social
motives.
 The experience with the product is important
and hence the do-feel-learn.
 In these low-involvement products, some
minimal level of awareness through passive
learning may precede the purchase decision.

19. DO
FEEL
LEARN

20.  Cigarettes
 Liquor and
 Candy etc.

21. Any questions…..?????

22. Thank friends…..