“A lot of advertising is geared to persuasion rather than building mental availability. Persuasion is about assuming you’re in the room and you’re arguing your point, whereas mental availability is about getting into the room.”
Jenni Romaniuk, Ehrenberg Bass Institute
If you are reading this, you are weird. You are weird because you give a sh*t about advertising. You notice when the ads you’ve made appear in front of you on the telly. You remember when your competitors’ ads pop up on Facebook … You have opinions about it … Now, it’s totally natural that you give a sh*t about advertising. Your rent or your mortgage depends on it. But that doesn’t make you any less weird. And this is a problem, because the people we are advertising to aren’t weird. They are normal. They don’t give a sh*t about advertising.
Lumen Research https://www.lumen-research.com/blog
Bite-Sized Marcomms 