Strategic Information Patterns in Advertising: A Computational Analysis of Industry-Specific Message Strategies Using the FCB Grid Framework

Abstract

This study presents a computational analysis of industry-specific advertising message strategies through the theoretical lens of the FCB (Foote, Cone & Belding) grid framework. Leveraging the AiSAC (AI Analysis System for Ad Creation) system developed by the Korea Broadcast Advertising Corporation (KOBACO), we analyzed 27,000 Korean advertisements across five major industries using advanced machine learning techniques. Through Latent Dirichlet Allocation topic modeling with a coherence score of 0.78, we identified five distinct message strategies: emotional appeal, product features, visual techniques, setting and objects, and entertainment and promotion. Our computational analysis revealed that each industry exhibits a unique “message strategy fingerprint” that significantly discriminates between categories, with discriminant analysis achieving 62.7% classification accuracy. Time-series analysis using recurrent neural networks demonstrated a significant evolution in strategy preferences, with emotional appeal increasing by 44.3% over the study period (2015–2024). By mapping these empirical findings onto the FCB grid, the present study validated that industry positioning within the grid’s quadrants aligns with theoretical expectations: high-involvement/think (IT and Telecom), high-involvement/feel (Public Institutions), low-involvement/think (Food and Household Goods), and low-involvement/feel (Services). This study contributes to media science by demonstrating how computational methods can empirically validate the established theoretical frameworks in advertising, providing a data-driven approach to understanding message strategy patterns across industries. © 2025 Elsevier B.V., All rights reserved.