Conceptual Models:. For Solving Marketing Problems & Creating Advertising Solutions From The Copy Workshop Workbook. Kenichi Ohmae. “In business as on the battlefield… …the object of strategy is to bring about the conditions most favorable to one’s own side.
For Solving Marketing Problems&
Creating Advertising Solutions
From The Copy Workshop Workbook
“In business as on the battlefield…
…the object of strategy is to bring about the conditions most favorable to one’s own side.
“In strategic thinking, one first seeks a clear understanding of the particular character of each element of a situation…
…and then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way.
“Phenomena and events in the real world do not always fit a linear model.
“Hence, the most reliable means of dissecting a situation into its constituent parts…
…and then reassembling them in the desired pattern is not a step-by-step methodology such as systems analysis.
“Rather, it is that ultimate non-linear thinking tool, the human brain.”
“No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution
can come only from a combination
of rational analysis based on the real nature of things,
and imaginative reintegration of all the different items into a new pattern…
…using non-linear brainpower.”
“The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particular product or service.”
Low Think - Practical and functional products
Low Feel - Sensate and pleasurable products
High Feel - Products that reflect on you
High Think - Considered purchases
Example: Old El Paso (American brand of Mexican Food)
High Think Variety, good nutrition
Low Think Easy, economical, special savings
Low Feel Fun and flavor. Ole!
High Feel Creative serving suggestions to demonstrate your skills.
The 4 R’s
The 4 C’s*
* Thanks to Robert Lauterborn
Product Class Definition
Target Group Selection
Message Element Selection
Rationale - based on information and/or judgment
LOW FEEDBACK HIGH
HIGH RISK LOW