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Dictionary by pitch.dog
Marketing strategy & planning · Working

Category entry point

Also called: CEP

ELI5

A buying situation, need or cue that can bring a category or brand to mind.

Used in conversation

“The report should separate the effect of category entry point from correlation.”

Pitch context

You will see “Category entry point” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches marketing strategy & planning.

Why it matters: It helps a reader interpret marketing strategy & planning without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 6

Direct term-level sources and supporting source families.