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

Multiple Choice Questions

1. Cool _________ are stalkers of youth culture who trail teens, hang out with them, learn their language, and then recommend products.
(a) Hunters.
(b) Stalkers.
(c) Folks.
(d) Beans.

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

3. 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.

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

5. Large corporations give money to movie makers in order to get their products prominently featured in __________.
(a) Books.
(b) Movies.
(c) Commercials.
(d) Billboards.

Short Answer Questions

1. People begin to realize that the corporate ideas of 'cool' were dictated by the capitalists who were driven by ________.

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

3. The next level of branding, according to Klein, may be to turn entire cities into brand ____________.

4. In order to stop the spread of the idea that companies were trying to infiltrate the culture, they began to produce _______ items, touting the coolness of uncool items from the years before.

5. 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.

(see the answer key)

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