Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want 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 you the store and its entire inventory, but 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 8-3)There is one thing you'd like to see as a result of your ad campaign-you want local residents not only to know your name,but also 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

Quizplus · Accepted Answer

Top-of-mind awareness refers to the degree to which a brand is thought of first when a customer needs the product or service offered. This is the objective stated in the scenario, as the owner wants the local residents to think of Springfield Hardware first when they need a hardware store.

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