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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 1-5.

Multiple Choice Questions

1. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?
(a) Teenagers.
(b) Older folks.
(c) Young adults.
(d) Baby boomers.

2. Disney's _________ network now has sports bars and credit cards with its name on it so that the brand might expand into all areas of life.
(a) ABC.
(b) CBS.
(c) ESPN.
(d) TNT.

3. With the help of ___________ advertising gurus, a product is no longer a product, but it is a way of life, an attitude, a set of values, a look, an idea.
(a) Marketing.
(b) Professional.
(c) Trained.
(d) New age.

4. Corporations have even begun to sponsor entire _______________ like MTV in order to continue marketing all day and night.
(a) Time zones.
(b) Countries.
(c) Groups.
(d) Cable channels.

5. Many more people were buying __________ brands in order to save money during tighter times in the market.
(a) Generic.
(b) Genetic.
(c) Old.
(d) Popular.

Short Answer Questions

1. The goal of branding was to establish a/an _____________ connection between the customer and the product.

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

3. The next level of branding, according to Klein, may be to turn entire cities into brand ____________.

4. What did kids buy when the real version of a product was too expensive or too out of reach?

5. __________ allowed companies to become more connected to the events which they were affiliated with, no matter what the event.

(see the answer key)

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