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05 July 2021
Mental availability correlates with strong business results
Campaigns that overperform in terms of driving mental availability also have a stronger impact on other key business metrics, lending support to a concept popularised by Ehrenberg-Bass Institute of Marketing Science.
This was a headline finding from research by Rob Brittain and Peter Field, two independent effectiveness experts, of Effie Australia, an awards programme focused on business results, as collated in the Advertising Council Australia’s (ACA) Effectiveness Database.