_red-talks-episode-5-building-brand-salience.jpg "RED Talks - Episode 5 - Building Brand Salience from category entry points Video Screenshot Preview")
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⏲ Duration: 8 min 36 sec
✓ Published: 05-Aug-2020
✓ Published: 05-Aug-2020
Description:
The benefits of investigating and measuring Category Entry Points.Jane Dunleavy, Associate Director talks to RED C Ireland Director, Ciara Reilly, about the theory behind building brand salience or mental availability by understanding and measuring Category Entry Points (CEP’S) as defined by the Ehrenburg Bass institute. The benefit being that if we can grow the “Mental Availability” of our brand in/at key purchase moments, occasions and locations, that really matter; then we can unloc
The benefits of investigating and measuring Category Entry Points.Jane Dunleavy, Associate Director talks to RED C Ireland Director, Ciara Reilly, about the theory behind building brand salience or mental availability by understanding and measuring Category Entry Points (CEP’S) as defined by the Ehrenburg Bass institute. The benefit being that if we can grow the “Mental Availability” of our brand in/at key purchase moments, occasions and locations, that really matter; then we can unloc
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