How to analyse and exploit mental availability | WARC | The Feed
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How to analyse and exploit mental availability
New research from the Ehrenberg-Bass and LinkedIn B2B Institutes shows evidence for the importance of understanding the moments in which potential category buyers start to think about the category, providing both a guide to creative and messaging opportunities and a formula for calculating a brand’s total mental availability.
Why it matters
Brand trackers track the brand, not necessarily the buyer. Category entry points, meanwhile, are a vital theory for marketers and strategists seeking to understand if their brand is likely to be recalled when the time comes for a buyer to start thinking about making a purchase of a product...
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