Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided to own your own business.You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years.He sells the store and all the inventory, with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found.You buy the store and begin to create your ad plan.
-(Scenario 83) There is one thing you'd like to see as a result of your ad campaign-you want local residents to not only know your name, but to think of it first when they need a hardware store.When you think of hardware, think of Springfield.Which concept defines this objective?

Question

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided to own your own business.You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years.He sells the store and all the inventory, with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found.You buy the store and begin to create your ad plan.
-(Scenario 8­3) There is one thing you'd like to see as a result of your ad campaign-you want local residents to not only know your name, but to think of it first when they need a hardware store.When you think of hardware, think of Springfield.Which concept defines this objective?

Quizplus · Accepted Answer

Top-of-the-mind awareness is the concept that refers to the ability of a brand to be the first one that comes to a customer's mind when thinking about a specific product or service. In this scenario, the objective is to make customers think of Springfield when they need a hardware store, which is a clear example of top-of-the-mind awareness. The other concepts listed (purchase intent, trial usage, and repeat purchase) are related to different stages of the customer journey and do not specifically address the objective described in the scenario.

Scenario 8-3 After Working as an Account Executive in an Advertising Agency