Marketers of new brands or brands with low market share need to_________ in order to break into their target's evoked set.
A) use advertising more effectively
B) gain awareness among consumers
C) lower their prices
D) advertise more

Question

Quizplus · Accepted Answer

In order to break into a consumer's evoked set, the brand needs to first gain awareness among consumers. Without awareness, the brand cannot even be considered by consumers when making a purchasing decision. While advertising can be a way to gain awareness, simply advertising more or using it more effectively may not be enough. Lowering prices may also not be a sustainable strategy and can devalue the brand over time.

Marketers of New Brands or Brands with Low Market Share