Question

Which of the following statements is false?

a. Quality should be communicated in places where people are looking for info such as newspapers or SEM
b. Price should be communicated in places where people are looking to be entertained
c. When trying to drive brand affinity, online display is great because brands want to control where the ad is placed.
d. Unlike message and tactical drivers, experiential drivers consist of owned media such as customer service reps

Answer 1

The false statement is option d. Experiential drivers do not consist of owned media such as customer service reps.

Step-by-step explanation:

The false statement is option d. Experiential drivers do not consist of owned media such as customer service reps. Instead, experiential drivers refer to the sensory and emotional aspects of a brand or product that create a memorable experience for the consumer. Owned media refers to channels and platforms owned and controlled by the brand, such as websites, social media accounts, and physical stores. Examples of experiential drivers include immersive events, pop-up experiences, and interactive installations.