______ refers to the knowledge, perception, and familiarity shoppers have of a brand.
- Drive traffic
- Brand awareness
- Brand reach
Explanation:
The correct answer is **Brand awareness** because it refers to the knowledge, perception, and familiarity that shoppers have with a particular brand. Brand awareness encompasses how well consumers recognize and recall a brand, which significantly influences their purchasing decisions. A strong level of brand awareness can lead to increased trust and loyalty among customers, ultimately driving sales. In contrast, ‘drive traffic’ relates to attracting visitors to a website or store, while ‘brand reach’ pertains to the extent to which a brand’s message is communicated to potential customers, making ‘brand awareness’ the most accurate choice for describing the overall familiarity and perception shoppers have of a brand.