Brand recall reflects a relatively superficial level of awareness, whereas brand recognition indicates a deeper form of awareness.
a. True
b. False
Indicate whether the statement is true or false
Question 2The excitement for apps as an advertising medium is tempered by the reality that the average app loses 77 percent of its users within 3 days after it is downloaded.
a. True
b. False
Indicate whether the statement is true or false
Question 3A brand has no equity if consumers are unfamiliar with it.
a. True
b. False
Indicate whether the statement is true or false
Question 4As the final step of the online advertising process, the ratings service or measurement panel provides a screen for selecting publishers to the digital agency.
a. True
b. False
Indicate whether the statement is true or false
Question 5The brand image of a Schwinn bicycle could include racing your brother down a sunny park path on your bicycles.
a. True
b. False
Indicate whether the statement is true or false
Question 6Individualization refers to the fact that advertisers can control the flow of information to individual consumers.
a. True
b. False
Indicate whether the statement is true or false
Question 7Brand equity from the customer's perspective consists of two forms of brand-related knowledge: brand awareness and brand image.
a. True
b. False
Indicate whether the statement is true or false
Question 8Integration and interactivity are key features of online advertising.
a. True
b. False
Indicate whether the statement is true or false
Question 9From the perspective of the customer, brand preference is the basic dimension of brand equity.
a. True
b. False
Indicate whether the statement is true or false
Question 10In the sixth step of the online advertising process, consumer web surfing behavior on the publisher site and the number of ads served are reported back to the digital agency.
a. True
b. False
Indicate whether the statement is true or false
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