Rossiter-Percy-Bellman Grid

Rossiter-Percy-Bellman Grid

1. 3 questions to answert

   • 1. For target audience is it brand recognition or brand recall?
   • 2. For target audience is the purchase INFORMATIONAL (negative motivation) or TRANSFORMATIONAL (positive motivation)?
     • Negative origin
       • Problem removal, seek to solve problem
         • Annoyed - relieved
       • Problem avoidance, seek to prevent future problem
         • Fearful - relaxed
       • Incomplete satisfaction, unsatisfied so search for a better product
         • Disappointed - optimistic
       • Mixed approach avoidance, like some things but not others so seek to resolve conflict
         • Conflicted - reassured
     • Mildly negative
       • Normal depletion, seek to maintain supply
         • Mildly annoyed - content
     • Positive origin
       • Sensory gratification, extra psychological stimulation to enjoy
         • Dull/neutral - joyful
       • Intellectual stimulation, exploration or mastery
         • Bored/neutral - excited/comptent
       • Social approval, recognition from using as social reward
         • Apprehensive/apathetic - flattered/proud
   • 3. For target audience is the purchase high or low involvement?
     • Low involvement trial experience is sufficient
     • High involvement search & conviction needed prior to purchase

2. Brand awareness (recognition)

   • Clear, realistic logo pack prominent & distinctive color used
   • Customer must be able to easily link brand pack to category

3. Brand Awareness (Recall)

   • Important that repetition is used to strongly link category & brand together
   • Can use celebrity, jingle or other memory aiding device
   • Helped by brand names that are easy to remember, spell & associate

4. Low involvement / Informational

   • Keep message simple
   • Focus on one key benefit
   • Exaggerate to attract curiosity
   • Show brand as the hero/problem solver
   • Consumer doesn't need to like ad, just remember it

5. Low involvement / Transformational

   • Want people to form an attachment to the brand, see it as desirable
   • Need a main benefit that captures the emotion or style of the brand in a unique way
   • Consumer needs to like what they see/read/hear

6. High involvement / informational

   • Numerous benefits needed, order in which they are presented is important
   • Cannot exaggerate too much
   • Consumers likely to compare brands, you may undertake this in your ad
   • Media carefully chosen

7. High involvement / transformational

   • People in your communication are aspirational role models for your brand, select them carefully
   • Customers must also understand rational message
   • Media choices need to reflect nature of such brands