Leveraging category entry points to drive brand influence in China

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Evolving marketing

With today's information overload, consumer avoidance- especially around marketing and advertising- will only further grow in brand purchase evaluations. The ongoing challenge in the product and service sell, then, is to manage around clutter and to overcome opportunity for inattention. Driving brand noticeability is becoming more difficult; achieving awareness and salience against competitors, especially for those with more limited resources, is a battle of attrition. Balancing marketing precision against scale is therefore a more common objective set by marketing organizations.

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