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

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Definitions:

Smaller Steps

A method where tasks or goals are divided into more manageable, bite-sized portions to facilitate easier completion or understanding.

Musical Intelligence

The capacity to think in music and rhythms, to recognize musical patterns, and to compose and perform music.

Verbal/Linguistic Intelligence

The ability to effectively use language, both written and spoken, for expression and comprehension.

Intrapersonal Intelligence

The capacity to understand oneself, including one's feelings, motivations, and inner states.