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

question 68

Multiple Choice

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? 

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

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Definitions:

Rustbucket

A term colloquially used to describe an old, dilapidated vehicle, especially one suffering from rust and decay, indicating poor condition.

Used Cars

Pre-owned vehicles that have been previously registered and are available for sale, usually at a lower price than similar new models.

Equilibrium

A state in which supply and demand are balanced, often referring to market equilibrium in economics.

Potential Buyers

Individuals or entities who have shown interest or have the capability to purchase a product or service but have not yet made the purchase.