Scenario 10-2
National clothing retailer Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into Hollywood talent to help promote its brand. Actors Jaime Presley, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
-(Scenario 10-2)It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future.This describes the term:

Question

Quizplus · Accepted Answer

Brand recall is the ability of a consumer to remember a brand name among other competing brands. The repeated exposure to Old Navy's ad campaigns featuring Hollywood talent may increase the chances of customers remembering the brand when they are shopping for clothes.

Scenario 10-2 National Clothing Retailer Old Navy Has Been Known for Its