PT  - JOURNAL ARTICLE
AU  - Hyuk Jun Cheong
AU  - Yunjae Cheong
TI  - Updating the Foote, Cone & Belding Grid
AID  - 10.2501/JAR-2020-014
DP  - 2021 Mar 01
TA  - Journal of Advertising Research
PG  - 12--29
VI  - 61
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/61/1/12.short
4100  - http://www.journalofadvertisingresearch.com/content/61/1/12.full
SO  - J Advert Res2021 Mar 01; 61
AB  - This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980. Professionals utilize the grid as a strategic guideline for determining messages of their advertising campaigns, and researchers employ it as a theoretical background in their research. Despite its ubiquity, the FCB grid now needs to go beyond the original work, as newer products have emerged, and the Internet and social media have reshaped the consumer decision-making process. Many product purchases now take place online.