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

question 77

Multiple Choice

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?

• A)top-of-the-mind awareness
• B)purchase intent
• C)trial usage
• D)repeat purchase

---

Definitions:

Case Study Method

A research strategy that involves the in-depth study of a single individual or group to explore complex issues, patterns, and characteristics.

Childhood Development

The physical, cognitive, emotional, and social changes that occur from birth until the end of adolescence, as the individual progresses from dependency to increasing autonomy.

Jean Piaget

A Swiss psychologist renowned for his pioneering work in the field of developmental psychology, especially his theory of cognitive development in children.

Psychological Meanings

The interpretations and importance given to certain phenomena, objects, or events based on psychological perspectives and individual mental frameworks.