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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 6-8.

Multiple Choice Questions

1. Who was NOT one of the winners according to market research into the growing consumer group, as referenced in #33?
(a) The Gap.
(b) IBM.
(c) Microsoft.
(d) Apple.

2. Klein's parents thought of ___________ as a racket since once you get one, then you need all of the accessories to play with it.
(a) Barbie.
(b) Army guys.
(c) Board games.
(d) Computers.

3. By _________, Redstone means branded entertainment products that he pats and molds to fit his various media holdings.
(a) Software.
(b) Books.
(c) Movies.
(d) Stores.

4. Cool _________ are stalkers of youth culture who trail teens, hang out with them, learn their language, and then recommend products.
(a) Hunters.
(b) Beans.
(c) Stalkers.
(d) Folks.

5. Sponsorships and strategically placed __________ helped to create a customer brand experience which could continue to promote the brand.
(a) Free samples.
(b) Products.
(c) Advertisements.
(d) Shops.

Short Answer Questions

1. The Internet has created opportunities for ad free _______ which use embedded keywords to direct a reader to an advertisement.

2. The boardroom has become a place for brand enhancement and for ___________ creation so as to draw customers in.

3. When a company was sold, if the brand name was known and popular, a huge ___________ could be expected as a result.

4. The fiercest battles are not between the products, but they are between the branded _________ that are constantly redrawing the borders.

5. Street _________ abound in the black neighborhoods as they know that the trends there will be cool in two to three years.

(see the answer key)

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