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

Multiple Choice Questions

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

2. Which of the U.S. presidents began to dismantle the anti-trust laws which allowed for joint research between competitors?
(a) Eisenhower.
(b) Reagan.
(c) Nixon.
(d) Bush.

3. The goal of branding was to establish a/an _____________ connection between the customer and the product.
(a) Money.
(b) Electric.
(c) Emotional.
(d) Loyal.

4. Over time, however, the people who were being used to promote brands realized that the cultural _______ was being usurped by larger corporations.
(a) Tradition.
(b) Truth.
(c) Identity.
(d) Space.

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

Short Answer Questions

1. America is experiencing unprecedented growth in the young ____________ in companies as a result of advertising to the younger market.

2. __________ were twenty-something workers who were brought in to help corporations find out what was cool for the teens of the day.

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

4. 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.

5. Buyouts and __________ cause many companies to be coupled together with one entity acting under several different names.

(see the answer key)

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