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

Multiple Choice Questions

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

2. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?
(a) Young adults.
(b) Teenagers.
(c) Older folks.
(d) Baby boomers.

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

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

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

Short Answer Questions

1. The boardroom has become a place for brand enhancement and for ___________ creation so as to draw customers in.

2. Co-branding is seen as a win-win situation since the product and the _________ are both promoted at the same time.

3. Many more people were buying __________ brands in order to save money during tighter times in the market.

4. Some corporations have even paid college students to talk up their ___________ while being paid to do so.

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

(see the answer key)

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