New research in marketing
This article is part of a series of articles from the WARC Guide to new research in marketing. Read more.
Basic definitions
Physical availability = brands being available to buy in more places (offline)
Mental availability = being the first brand in mind when an individual comes to buy
Digital availability = brands being available to buy in more places (online)
Title: Mental and Physical availability, according to Professor Byron Sharp
At first glance all seems fine. The all-encompassing nature of the Physical Availability definition seems to encapsulate every eventuality, including availability to purchase...