_____ represent(s) the percentage of people who are exposed to an ...

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_____ represent(s) the percentage of people who are exposed to an online ad that actually clicked their mouse on it.
 a. Click-through rates (CTR)
  b. Cost per thousand (CPM)
  c. Cost per action (CPA)
  d. Opportunity to see (OTS)
  e. Search engine assessment (SEA)

Question 2

Discuss the benefits of brand equity from the firm's perspective.

[vboyd24]

Answer to Question 1

a

Answer to Question 2

The firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to its various stakeholders. As the value, or equity, of a brand increases, various positive outcomes result:
1 . Achieving a higher market share.
2 . Increasing brand loyalty.
3 . Being able to charge premium prices. A brand's elasticity of demand becomes less elastic as its equity increases.
4 . Earning a revenue premium, which is defined as the revenue differential between a branded item and a corresponding private labeled item. With revenue equaling the product of a brand's net price  volume, a branded good enjoys a revenue premium over a corresponding private labeled item to the degree it can charge a higher price and/or generate greater sales volume.

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Thank you

[vboyd24]

Happy to help you