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

Multiple Choice Questions

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

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

3. The fiercest battles are not between the products, but they are between the branded _________ that are constantly redrawing the borders.
(a) Words.
(b) Mergers.
(c) Camps.
(d) Movies.

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

5. Klein compares the experience within a superstore as something that is a one- to two-hour __________.
(a) Play.
(b) Movie.
(c) Birthday.
(d) Book.

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

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

8. During the 1990s, the consumer became more _________ conscious than brand conscious due to the recession taking place.
(a) Quality.
(b) Price.
(c) Change.
(d) Social issue.

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

10. Once hotels, villages, restaurants, and entire towns are included in a corporation's plans, it can cause a branded __________.
(a) Prison.
(b) Name.
(c) Company.
(d) Loop.

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

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

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

14. A larger company will help a school out so long as their __________ and products are prominently displayed in the school.
(a) Funding.
(b) Competition.
(c) Board of directors.
(d) Logo.

15. America is experiencing unprecedented growth in the young ____________ in companies as a result of advertising to the younger market.
(a) Customers.
(b) Line workers.
(c) CEOs.
(d) Production workers.

Short Answer Questions

1. Wal-Mart and K-Mart refuse to carry any ________ with inappropriate covers or lyrics.

2. Nike and _________ were the first to conceive of the idea of co-branding, with much success for both companies.

3. Retailers who want to maintain a __________ venue might need to reject certain types of music, movies, etc.

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

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

(see the answer keys)

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