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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 6-8.

Multiple Choice Questions

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

2. One of the CEOs of the MTV channel admits to the fact it is not about angst, but more about unbridled _____________.
(a) Consumerism.
(b) Music.
(c) Speech.
(d) Passion.

3. According to the book, _________ is something which is becoming less and less of a reality in the world of capitalism.
(a) Competition.
(b) Diversity.
(c) Peace.
(d) Savings.

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

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

Short Answer Questions

1. Brand names became synonymous with the idea of corporate __________, and agencies began to focus on the brand rather than the product.

2. Newsworthy stories and important stories may be ___________ when a corporation does not agree with the piece.

3. Identifying the segments of society which would be the most ____________ was the next level of branding.

4. The goal of branded stores is to offer an experience with ever more _________ to help entice people to come back.

5. As a result of branding, _________ is not a shoe or a piece of clothing, but a lifestyle of sports and fitness according to the company.

(see the answer key)

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