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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. Identifying the segments of society which would be the most ____________ was the next level of branding.
(a) Engaged.
(b) Profitable.
(c) Annoyed.
(d) Interested.

2. The world of __________ looked dingy by comparison, according to the author when she went to Disneyland as a child.
(a) Disney.
(b) TV.
(c) Reality.
(d) Books.

3. __________ allowed companies to become more connected to the events which they were affiliated with, no matter what the event.
(a) Logos.
(b) Fundraising.
(c) Sponsorship.
(d) Commercials.

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) CBS.
(b) TNT.
(c) ESPN.
(d) ABC.

5. __________ is an activity of branded chains to saturate a metropolitan area with a strategic placement of stores.
(a) Bombing.
(b) Grouping.
(c) Infiltrating.
(d) Clustering.

Short Answer Questions

1. Klein compares the experience within a superstore as something that is a one- to two-hour __________.

2. Cool _________ are stalkers of youth culture who trail teens, hang out with them, learn their language, and then recommend products.

3. _________-obsessed shoppers have adopted an almost fetishistic attitude and approach to consumption.

4. Large __________ have consumed public space so much that their power controls what people see, read, and purchase each day.

5. Once hotels, villages, restaurants, and entire towns are included in a corporation's plans, it can cause a branded __________.

Short Essay Questions

1. How does the company of Viacom benefit from its ownership of Blockbuster and Paramount Pictures?

2. What is the reason why most corporations for most of the Twentieth century were growing in size?

3. The activities of bundling services and items wasn't always the case, as anti-trust laws would have prevented these occurrences. During what era did the anti-trust laws become dismantled?

4. What is at risk as the media becomes more intertwined with the larger companies who are trying to advertise?

5. What does Klein note is the danger of creating larger superstores which can infiltrate the lifestyle of a city?

6. As an example, what did the brand name Nike seem to mean to those who bought their products?

7. Give an example of what co-branding might look like for a corporation or a business.

8. What are some of the ways in which entire buildings can be used to help with branding campaigns?

9. While corporations began to buy their own facilities, what does the common person tend to think of these corporations?

10. What had to happen in businesses when they realized that traditional advertising was not enough?

(see the answer keys)

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