Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.

Controlling demand for a new product through the skimming strategy could save a company from dissatisfied customers by matching supply to the demand.

Once consumers have used a product, seen it advertised, or noticed it in a store, it moves from the unknown to the known category, which increases the probability that they will purchase it.

Private labels typically provide better profit margins than captive brands.

Advertising via mobile apps helps marketers gain access to users’ personal data.

A discount house offers fewer services to its customers.

A family brand is a single brand name that identifies several related products.

Brand extension is the strategy of developing individual offerings that appeal to different market segments while remaining closely related to the existing product line.

The “brand relevance” dimension of the brand personality refers to a brand’s ability to stand apart from its competitors.

The purchaser of a shopping product lacks complete information prior to the buying trip and gathers information during the buying process.