Ehrenberg Bass Institute's 'three pillars of physical'
In the debate about whether advertisers should prioritise reach or targeting, Australia's Ehrenberg Bass Institute, a marketing science research body attached to the University of South Australia, comes down firmly on the side of the former, as outlined in Professor Byron Sharp's book How Brands Grow. That effectively makes the argument that brands grow by gaining more customers rather focusing on loyal customers. One part of that is ensuring a brand's "mental availability" – putting it top of mind when consumers are in purchasing mood. The other...