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

Multiple Choice Questions

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

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) Marketing.
(c) Trained.
(d) New age.

3. 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.

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

5. Who was NOT one of the winners according to market research into the growing consumer group, as referenced in #33?
(a) IBM.
(b) The Gap.
(c) Microsoft.
(d) Apple.

Short Answer Questions

1. ___________ is about hawking a product, according to some in the industry.

2. ________ can control what and how news is reported since advertising dollars are how new stations continue to run.

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

4. 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.

5. In addition to buildings and billboards, one can also see advertising on the sides of ____________ and cars.

(see the answer key)

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