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

Multiple Choice Questions

1. People begin to realize that the corporate ideas of 'cool' were dictated by the capitalists who were driven by ________.
(a) Honor.
(b) Pride.
(c) Greed.
(d) Truth.

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

3. When the hip hop trend began to move out of the black neighborhoods, companies started to create __________.
(a) Fake markets.
(b) New styles.
(c) Superbrands.
(d) New brands.

4. 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.

5. Fast food chains now offer children's meals with branded __________ to help promote a certain media event or movie.
(a) Colors.
(b) Messages.
(c) Advertisements.
(d) Toys.

Short Answer Questions

1. As ____________ promised to improve the lives of customers, companies began mass advertising campaigns.

2. Co-branding is seen as a win-win situation since the product and the _________ are both promoted at the same time.

3. ________ culture began in the ghettos, but then incorporated Nike and Hilfiger into the social climate over time.

4. America is experiencing unprecedented growth in the young ____________ in companies as a result of advertising to the younger market.

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

(see the answer key)

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