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ERIC Number: ED390046
Record Type: RIE
Publication Date: 1995-Aug
Pages: 23
Abstractor: N/A
Reference Count: N/A
Demonstrating the Superiority of the FCB Grid as a Tool for Students To Write Effective Advertising Strategy.
Yssel, Johan C.
Although the FCB (Foote, Cone, & Belding) grid was never intended to serve as an educational tool, it can be applied successfully in advertising classes to address the three areas that S. E. Moriarty considers to be the minimum for writing strategy. To demonstrate the superiority of the FCB grid as a pedagogical tool, a study analyzed strategies written according to three different methods: a textbook formula, the FCB quadrant, and the FCB sextant grid. The target group for the study, undergraduate university students who had selected an advertising option within the journalism major, were taught to write advertising strategies using one of the three methods. The students were then tested and their tests were scored by independent, informed adjudicators. Findings showed that half of the strategies written with the textbook formula were scored as below average or weak. Two were scored as average and good and one as excellent. All the strategies written according to the FCB quadrant method were scored as average or good, while none were scored as excellent. Seven of the strategies written according to the FCB sextant method were scored as either good or excellent and three as average. (Contains 6 figures, 5 tables of data, and 20 references.) (TB)
Publication Type: Opinion Papers; Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Advertising Copywriting; Advertising Education; Advertising Effectiveness
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (78th, Washington, DC, August 9-12, 1995).