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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. 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) TNT.
(c) ESPN.
(d) CBS.

2. Newsworthy stories and important stories may be ___________ when a corporation does not agree with the piece.
(a) Shown.
(b) Hidden.
(c) Ignored.
(d) Killed.

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

4. ___________ purchased Blockbuster Video and Paramount Pictures in 1997, which allows them to make substantial profits.
(a) CNN.
(b) Viacom.
(c) Home Box Office.
(d) Turner Network.

5. __________ were twenty-something workers who were brought in to help corporations find out what was cool for the teens of the day.
(a) Free agents.
(b) Change agents.
(c) New agents.
(d) Teen agents.

6. In addition to buildings and billboards, one can also see advertising on the sides of ____________ and cars.
(a) Books.
(b) Buses.
(c) Sidewalks.
(d) Telephone poles.

7. Klein believes that it is a myth that _____________ are growing in today's day and times, according to her book.
(a) Waistlines.
(b) Products.
(c) Employees.
(d) Corporations.

8. ________ culture began in the ghettos, but then incorporated Nike and Hilfiger into the social climate over time.
(a) Urban.
(b) Hip hop.
(c) Jazz.
(d) Prep.

9. Which sorts of laws were largely dismantled by the Reagan administration, which led to much of the branding activities?
(a) Capital funding.
(b) Drug.
(c) Sponsorship.
(d) Anti-trust.

10. Microsoft's efforts to __________ software began to reduce the choices available to consumers.
(a) Market.
(b) Bundle.
(c) Link.
(d) Sell.

11. 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) Trained.
(c) Professional.
(d) New age.

12. The boardroom has become a place for brand enhancement and for ___________ creation so as to draw customers in.
(a) Trust.
(b) Schedule.
(c) Mythology.
(d) Product.

13. "Branding in its truest and most advanced incarnations is about corporate _______________."
(a) Transcendence.
(b) Belligerence.
(c) Organization.
(d) Understanding.

14. The brand had to infiltrate every corner of life, despite predictions that the brand would _______ as a result.
(a) Suffer.
(b) Be less unique.
(c) Become more popular.
(d) Grow.

15. As ____________ promised to improve the lives of customers, companies began mass advertising campaigns.
(a) Inventions.
(b) Machines.
(c) Books.
(d) Computers.

Short Answer Questions

1. Markets that respond to the tyranny of size have always had a tendency toward __________.

2. Many more people were buying __________ brands in order to save money during tighter times in the market.

3. When the hip hop trend began to move out of the black neighborhoods, companies started to create __________.

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

5. Production is farmed out to cheaper workers who can meet ___________ as cheaply as possible.

(see the answer keys)

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