How to analyse and exploit mental availability | WARC | The Feed
The Feed
Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
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...
This content is for subscribers only.
Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.
Email this content