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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 12-18.

Multiple Choice Questions

1. What is the branded town as build by Disney in Florida, whose aim is to create an entirely branded experience?
(a) Joyness.
(b) Mickey and Minnie.
(c) Mouseville.
(d) Celebration.

2. ___________make up a large percentage of the workers for Microsoft and other software companies.
(a) Executives.
(b) Illegal workers.
(c) Freelancers.
(d) Interns.

3. Brand names became synonymous with the idea of corporate __________, and agencies began to focus on the brand rather than the product.
(a) Stealth.
(b) Truths.
(c) Profits.
(d) Consciousness.

4. Selection vs. __________ is a strategy in which consumers believe they have choices because of the large selection available.
(a) Choice.
(b) Price.
(c) Brand.
(d) Name.

5. In 1974, the U.S. government began to implement anti-trust laws in order to prevent three major U.S. _________ from producing entertainment shows for their own purposes.
(a) Newspapers.
(b) Book publishers.
(c) Radio stations.
(d) Television stations.

Short Answer Questions

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

2. By changing the ad message, the __________ behind the company who originally made the advertisement can be exposed.

3. During which period of time was there a successful attack on the practice of advertising?

4. The McDonald's trial was never about winning in court, it was about using the _______ to win over the public.

5. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?

(see the answer key)

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