- Mental, physical and digital availability are proven to drive business results, both in B2B and B2C categories – and are equally if not more important in the digital age.
- To build mental availability, the Ehrenberg Bass Institute suggests the RMB model – Reach, Messaging around buying situations based on understanding Category Entry Points, Brand everything.
- Advertising can drive higher levels of mental availability with the right budget to deliver positive ESOV, allocating enough to video channels and strong creative.
- In an e-commerce world of increased competition, a shrinking shelf and winning in digital increasingly important to win instore, brands also...
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