Adapting the FCB model: Strategic insights for effective marketing communication in Czechia

The aim of this paper is to determine the optimal advertising strategies for different grids of newly introduced transformed nine-quadrants concept of Foote, Cone and Belding (FCB) model. The author’s findings from prior studies on the FCB model, within the context of current conditions in Czechia, suggest that adapting the traditional FCB model is essential. Primary data for this study was gathered through an online questionnaire conducted by the Ipsos research agency, with responses from 1,050 participants from Czechia. The research utilized a modified FCB grid (based on previous studies), positional mapping, and chi-square testing with a post-hoc analysis. The authors propose four major advertisement strategies that are coupled with their corresponding representative product categories. The preference of various media types, emotional and rational appeals, and advertising frequency is discussed for sample identifiers – gender, age, and education. The age group 56–65 years and consumers with university education show the most polarized results in their advertising preferences. Despite the fact that the FCB model is well known, it is rarely applied in scientific research and practical use. Authors’ scientific outputs point to this fact and present transformed FCB model.