Advertisers don't just want their brand to be remembered.At the very least, they want their brand to make it onto a short list of products that come to mind when the main category is suggested.What concept does this involve?

Question

Quizplus · Accepted Answer

This concept involves the evoked set, which refers to the group of brands that come to a consumer's mind when thinking about a particular product category. Advertisers aim to have their brand included in this set as it increases the likelihood of their brand being considered for purchase.

Advertisers Don't Just Want Their Brand to Be Remembered