Th e first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

Question

Th e first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

BlackTom AI · Accepted Answer

The question is asking about a specific term in consumer memory related to brands in a given category.
Option 1: 'evoked set' refers to the subset of brands a consumer considers when making a purchase, not the one most remembered initially. This is more about consideration rather than initial recall.
Option 2: 'point-of-purchase' is a location or moment where a purchase can be made or influenced, such as at a store shelf or checkout. It does not describe memory recall or awareness levels.
Option 3: 'direct response' typically denotes marketing actions designed to elicit an immediate, measurable reaction, like clicking a link or making a call. It is not a term for brand recall or awareness.
Option 4: 'top of mind' describes the brand that a consumer first thinks of when a category is mentioned—the one most readily recalled without prompting. This aligns with the idea of the first brand remembered in a category.

To understand why the others are incorrect, consider what each term actually implies about memory and awareness: evoked set is about consideration groups, point-of-purchase concerns selling context rather than memory, and direct response focuses on immediate actions rather than recall. The concept of top of mind specifically captures the notion of the very first recall in response to a category cue, which matches the statement in the question.

Spr25_MRKT123_39566 Test #1 Chapter 1-2, 4-6, and 8

Th e first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.

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