{"id":53944,"date":"2022-09-25T21:23:05","date_gmt":"2022-09-25T20:23:05","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=53944"},"modified":"2022-09-25T21:48:03","modified_gmt":"2022-09-25T20:48:03","slug":"horizont-article-was-im-kopf-passiert","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/horizont-article-was-im-kopf-passiert\/","title":{"rendered":"New Horizont Article | “Was im Kopf passiert”"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern”][vc_column][vc_single_image image=”53946″ img_size=”large” alignment=”center” onclick=”custom_link” qode_css_animation=”” link=”https:\/\/www.horizont.net\/medien\/nachrichten\/studie-von-seven-one-media-werbewirkung-worauf-es-wirklich-ankommt-202875?crefresh=1″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”20″][vc_empty_space height=”20″][vc_column_text]<\/p>\n

How significantly is mental availability influencing the success of a brand?<\/h1>\n

[\/vc_column_text][vc_empty_space height=”15″][vc_column_text]<\/p>\n

New findings from the current Seven.One Media study “Mental Availability. Results of a fundamental study”<\/h4>\n

[\/vc_column_text][vc_empty_space height=”20″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”20″][vc_column_text]<\/p>\n

A new advertising effectiveness study<\/a> by Seven.One Media<\/a> provides insights into the connection between the mental availability of a brand to people and the success of brands. Their success depends on whether a brand manages to be not only physically available but also mentally available, thus offering opportunities for the association. For advertisers, the question is: how much can I influence the mental availability of my brand with advertising?<\/p>\n

Following a scientific study by the Australian Ehrenberg-Bass Institute, the fundamental study focuses on the KPIs mental reach, association spectrum, mental market share and association strength. Guido Modenbach’s team comes to the following conclusion: a higher mental reach leads to significantly higher purchases and advertising and moves the most among people who do not use a brand or hardly use it at all.<\/p>\n

The more associations people make with the brand, the more successful it is. According to “Horizont,” Seven.One Media has set a counterpoint with this study concept to the prevailing fixation on short-term performance KPIs. Details of the advertising impact study can be found in the current article by J\u00fcrgen Scharrer at horizont.net<\/a>.<\/p>\n

[\/vc_column_text][vc_empty_space height=”20″]Read article!<\/a>[vc_empty_space height=”90″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern”][vc_column][vc_single_image image=”53946″ img_size=”large” alignment=”center” onclick=”custom_link” qode_css_animation=”” link=”https:\/\/www.horizont.net\/medien\/nachrichten\/studie-von-seven-one-media-werbewirkung-worauf-es-wirklich-ankommt-202875?crefresh=1″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”20″][vc_empty_space height=”20″][vc_column_text] How significantly is mental availability influencing the success of a brand? [\/vc_column_text][vc_empty_space height=”15″][vc_column_text] New findings…<\/p>\n","protected":false},"author":21,"featured_media":53956,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7184,7185,1],"tags":[],"class_list":["post-53944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7184","category-aktuelles","category-news"],"yoast_head":"\nMore advertising success through the mental availability of a brand<\/title>\n<meta name=\"description\" content=\"Does mental accessibility influence success in advertising a brand? 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