he advertising industry has long been challenged to explain how advertising works" (Vaughn, 1980). Instead of clarifying whether advertising works or not, elucidating how it works and why it works has long been the concern for many. In response to a requirement for strategic discipline and creative stimulation in advertising planning, Foote, Cone & Belding "explored and developed a comprehensive communication model" (Vaughn, 1980). With the need for a scientifically-derived model of advertising for support in strategy planning, response measurement and sales promotion, Richard Vaughn presented the FCB Model in 1980. Vaughn emphasizes the importance of the presence of advertising model in his article. "It is important to manufacturers as a marketing expense/brand investment, and to advertising agencies as a product of their creative energies" (Vaughn, 1980).

Vaughn preached that a requirement existed for comprehending people’s thinking, feeling and behaving toward the various products and services in their lives to understand how advertising works. Unlike direct communication, which encompasses give-and-take experience, advertising is a one-way impersonal communication that requires great utilization of both rational and emotional devices to obtain interest from consumers. Vaughn’s Model (FCB Grid) presents an overview on understanding of people’s attitudes toward advertising based on two dimensions (involvement and think/feel).