Mental Availability – What is it and why does it matter for brands?

SPARK Media will once again be hosting a much-anticipated and enlightening Ehrenberg-Bass Institute (EBI) presentation on 3 October in Durban, 5 October in Johannesburg and 10 October in Cape Town. Our international speaker, Dr. Justin Cohen, a Senior Marketing Scientist from the Institute, will be putting forward the evidence-based case for why “Mental Availability” (being thought of in a buying situation) is one of the most important elements for brand growth.

Contemporary marketing theory places emphasis on principles such as brand attitude, engagement and preferences. Justin will provide pragmatic and empirical evidence as to why this theory is outdated and why the new world view of “being thought of in a buying situation” is more important for our marketing outcomes and brand health.

SPARK Media and Caxton are firm believers in this evidence-based marketing and are thrilled to be hosting another EBI academic to share their ground-breaking insights with the South African marketing and communications industry.

Gill Randall, SPARK Media’s Joint CEO, says, “We have been members of the Ehrenberg-Bass Institute for the last 15 years, which has given us access to their wealth of research on consumer behaviour. The EBI is the world’s largest centre for research into marketing. Their expert team of marketing academics are building a culture of evidence-based marketing, giving us powerful insights into how marketing really works and how brands grow.”

Justin Cohen is one of the Institute’s senior researchers, whose expertise is in route-to-market decision making, emerging markets, retailing, online marketing, and wine and food marketing. He has international experience as both a practitioner and researcher, which helps him to provide transformational, evidence-based strategies for his clients.

Should you wish to attend this thought-leadership seminar, or to find out more about these ground-breaking marketing principles, contact SPARK Media on 010 492 8390, visit, follow us on Twitter – or connect with ‘SPARK Media’ (sparkmediasa) on Facebook, LinkedIn and Instagram.


Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents a myriad of print and digital products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.


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