During the internal search process for purchasing alternatives, a key objective for creatives and brand managers is to:
A) have information readily available to consumers
B) make sure the company's brand is part of the consumer's inert set
C) have the brand in the person's cognitive map
D) make sure the company's brand is part of the consumer's set of potential alternatives

Question

Quizplus · Accepted Answer

The key objective for creatives and brand managers during the internal search process is to ensure that their brand is considered as one of the potential alternatives by the consumer. This increases the likelihood of the consumer choosing their brand over others. Therefore, choice D is the correct answer. Choices A, B, and C focus on different aspects such as information availability, brand recognition, and brand recall, but do not address the key objective of being considered as a potential alternative by the consumer.

During the Internal Search Process for Purchasing Alternatives, a Key