An evaluation of advertising strategies developed according to the FCB grid and the Bendinger formula

An evaluation of advertising strategies developed according to the FCB grid and the Bendinger formula

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This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students w...

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Bibliographic Details
Main Author: Yssel, J. C. (Johan Christiaan), 1936-
Other Authors: Popovich, M. N.
Format: Others
Language:en
Published: 2015
Subjects:
Advertising strategy
Advertising strategy measurement scale
Bendinger formula
Brain specialization theories
Consumer behavior models
Consumer involvement
Evaluation of advertising strategies
FCB qucillrant grid
FCB sextant grid
Strategy model
Traditional advertising/marketing theories
659.1
Advertising > Research
Advertising > Management
Online Access:Yssel, J. C. (Johan Christiaan), 1936- (1994) An evaluation of advertising strategies developed according to the FCB grid and the Bendinger formula, University of South Africa, Pretoria, <http://hdl.handle.net/10500/17867>
http://hdl.handle.net/10500/17867

Internet

Yssel, J. C. (Johan Christiaan), 1936- (1994) An evaluation of advertising strategies developed according to the FCB grid and the Bendinger formula, University of South Africa, Pretoria, <http://hdl.handle.net/10500/17867>
http://hdl.handle.net/10500/17867

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