An advertiser wants to generate new, long-term demand for their brand. Which stage of the customer shopping journey should they target?

The correct answer is "Awareness." To generate new, long-term demand for their brand, an advertiser should target the Awareness stage of the customer shopping journey. At this stage, potential customers are just becoming aware of the brand or product, and the goal is to introduce the brand to a wider audience. By focusing on awareness, the advertiser can reach a broader group of people who may not yet know about the brand, building interest and sparking curiosity. This stage is critical for laying the foundation for long-term demand, as it creates initial exposure that can later lead to deeper engagement and eventually conversions. In contrast, the Consideration stage targets those already evaluating options, and the Purchase stage focuses on customers who are ready to buy, neither of which are ideal for generating new, long-term demand.