Marketing communication: principles and practice

A D V E R T I S I N G A S C O M M U N I C A T I N G
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A D V E R T I S I N G A S C O M M U N I C A T I N G
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High involvement
Low involvement
Think
Feel
Informative
(economic)
Learn–Feel–Do
Car, appliance, insurance
Affective
(psychological)
Feel–Learn–Do
Cosmetics, jewellery,
fashion clothing
Habitual
(responsive)
Do–Learn–Feel
Petrol, groceries
Satisfaction
(social)
Do–Feel–Learn
Beer, cigarettes, sweets
Figure 14.1
The Foote, Cone and Belding grid
Product information
All elements explain the product: characteristics,
benefits, performance, construction. There is little
reference to the use or context of use of the product.
Rational argument is used to emphasize the
effectiveness of the product or benefits of use
Product image 
The product is embedded in a symbolic context that 
(symbolism)
provides meaning for the product beyond simple
benefits and its component parts – work, the home, a
historic moment, a landscape, etc. The setting
provides a frame of reference for interpreting the
product’s qualities
Personalized
Tries to create a direct relationship between a product
and a human personality. People are explicitly and
directly interpreted in their relationship to the product:
social admiration, pride of ownership, satisfaction in
consumption, and so on. The product is displayed as
an integral part of human existence and interaction
Lifestyle
This format combines elements of the previous two
formats to produce a more balanced relationship
between person, product, and setting. Consumption
behaviour is the unifying framework for interpretation,
rather than use, satisfaction, or utility