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Marketing as a Science with Professor Byron Sharp
The Marketing Architects
Understanding Availability: Beyond the Sale
There is a critical distinction between physical and mental availability that is often overlooked, particularly in the American context. While many believe that advertising should immediately translate to sales, the reality is that its effectiveness lies in fostering mental availability rather than immediate physical presence. Advertising impacts purchase behavior not just by prompting immediate sales, but by embedding a brand in consumer consciousness, thus affecting future buying decisions. The limited overlap between the audience exposed to advertising and those shopping in-store highlights the inadequacy of using short-term sales data to evaluate advertising success. This phenomenon underscores a broader cultural tendency toward impatience and a superficial understanding of advertising's true influence.
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