Sarah went to a store and saw rows of paper towel products. she recalled that a particular company claimed to have the sturdiest paper towels. because of the company’s ads, sarah experienced while shopping at the store. it influenced her decision making.

The answer is: Brand awareness

Brand awareness refers to how familiar consumers in the market aware of the products that created by a certain company. Brand awareness could only be achieved with campaigns to increase the product's exposure (such as advertising , promotion, mouth to mouth exposure, etc). Higher brand awareness would lead to higher sales most of the time.