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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 1-5.

Multiple Choice Questions

1. The Internet has created opportunities for ad free _______ which use embedded keywords to direct a reader to an advertisement.
(a) Books.
(b) Sites.
(c) Articles.
(d) Ads.

2. 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) Professional.
(b) Trained.
(c) Marketing.
(d) New age.

3. The corporations pay the African American teens to wear certain items in order to become walking ___________ for the products.
(a) Infomercials.
(b) Arguments.
(c) Sandwich boards.
(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) ESPN.
(b) CBS.
(c) TNT.
(d) ABC.

5. Co-branding is seen as a win-win situation since the product and the _________ are both promoted at the same time.
(a) Celebrity.
(b) Message.
(c) Activism.
(d) Melody.

Short Answer Questions

1. The goal of branding was to establish a/an _____________ connection between the customer and the product.

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

3. A larger company will help a school out so long as their __________ and products are prominently displayed in the school.

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

5. What did kids buy when the real version of a product was too expensive or too out of reach?

(see the answer key)

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