Category Entry Points (CEPs) are the thoughts that people have when they transition from being a just an everyday person, not thinking about the category to a category buyer who is now thinking about the category.  These CEP thoughts act as retrieval cues to shape the options that are mentally available to buy at that time.  

This article deals with questions raised by the Institute’s Sponsors specifically about how to define and explain CEPs. 

Category Entry Points are the thoughts that people have when they transition from being a person to a category buyer at that point in time.  These thoughts act as retrieval cues that shape the options that are mentally available to buy at that time.  

This article deals with questions the Institute's Sponsors raised around Category Entry Point measurement and metrics. 

Category Entry Points are the thoughts that people have when they transition from being a person to a category buyer at that point in time.  These thoughts act as retrieval cues that shape the options that are mentally available to buy at that time. 

This article deals with questions raised by the Institute’s Corporate Sponsors around Mental Availability/CEP strategy.

This short article focuses instead on how to do the advertising, specifically what to change and what to keep consistent in order to get the most value from those advertising dollars. We suggest a review of your CEPs to assess potential changes on two dimensions: incidence and context. This will help evolve your messaging strategy (if necessary) to meet the conditions of the day, without compromising the brand’s longer term Mental Availability building efforts.

When you factor in people’s natural variety-seeking behaviour, and the simple fact that for many people, pulling out a screen and tapping away is actually pretty efficient, voice search might not be worth spending money on…at least not yet.