Slide 13 of 15
Notes:
Understanding evoked set membership is essential in advertising. We broadly think
of "competitors" which is a terms similar in meaning to evoked set. However,
evoked set is a more narrow term, defining only those brands which our consumers
trade in and out of on a regular basis. For example, think about the brands of
bar soap you buy. Are you aware of the pricing,features, benefits, or special
offers on other brands never purchased? Most people only pay attemtion to their
evoked set.
The first job for a brand is to be a member of the evoked set, then to obtain at
least a "fair share" of the consumer's purchases of that category.
