FCB grid

FCB grid is a matrix that uses involvement and brain specialization theories to distinguish four primary advertising planning strategies: informative, affective, habitual and self-satisfaction. Used a great deal in the 1980s and 1990s.

Definitions

According to the Marketing Communications by Fill (5th edition),

FCB grid. A matrix that uses involvement and brain specialization theories to distinguish four primary advertising planning strategies: informative, affective, habitual and self-satisfaction. Used a great deal in the 1980s and 1990s.