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

Simple item page
dc.contributor.authorMatusinska, Katerina
dc.contributor.authorStoklasa, Michal
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2026-03-11T12:50:09Z
dc.date.available2026-03-11T12:50:09Z
dc.description.abstractThe 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.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2026-1-011
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/178459
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectAdvertisingen
dc.subjectappealsen
dc.subjectFoote-Cone-Belding modelen
dc.subjectinvolvement theoryen
dc.subjectmarketing communicationen
dc.subject.classificationM31
dc.titleAdapting the FCB model: Strategic insights for effective marketing communication in Czechiaen
dc.typeArticleen
local.accessopen
local.citation.epage182
local.citation.spage167
local.facultyFaculty of Economics
local.filenameEM_1_2026_11
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue1
local.relation.volume29
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
E+M_1_2026_11.pdf
Size:
1.06 MB
Format:
Adobe Portable Document Format
Description:
článek
Download
Collections
Číslo 1