Websites are different from other online ad formats because users seek out websites in a(n) _____ fashion.
a. goal-oriented
b. leaning backward
c. haphazard
d. multi-dimensional
e. interactive
Question 2The types of associations that come to the consumer's mind when contemplating a particular brand is known as _____.
a. brand image
b. brand equity
c. brand awareness
d. brand cognitions
e. brand parity
Question 3A(n) _____ is an invaluable advertising medium for conveying much information about the brand, its character, and its promotional offerings.
a. pop-up ad
b. banner ad
c. CGI ad
d. website
e. interstitial
Question 4Maria is asked by a market researcher to tell him the particular thoughts and feelings she has about Starbuck's coffee. A particular thought or feeling that comes to Maria's mind is known as a(n) _____.
a. brand dimension
b. cognition
c. brand link
d. association
e. think-feel linkage
Question 5Which of the following is NOT an online advertising format?
a. banner ads
b. websites
c. telephony
d. search engine advertising
e. superstitials
Question 6Which of the following statements is true regarding brand awareness?
a. Only consumer-oriented (B2C) firms must be concerned with building brand awareness.
b. Most consumers are able to retrieve a brand name from memory without any reminders.
c. There are two levels of brand awareness: primary and secondary.
d. Brand recall reflects a relatively superficial level of awareness, whereas brand recognition indicates a deeper form of awareness.
e. Although building brand awareness is a necessary step toward brand equity enhancement, it is insufficient.
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