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

Multiple Choice Questions

1. 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) Baby boomers.
(c) Teenagers.
(d) Older folks.

2. ___________ is about hawking a product, according to some in the industry.
(a) Advertising.
(b) Selling.
(c) Commercializing.
(d) Profiting.

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

4. The next level of branding, according to Klein, may be to turn entire cities into brand ____________.
(a) Companies.
(b) Names.
(c) Entities.
(d) Factories.

5. 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) TNT.
(b) ABC.
(c) CBS.
(d) ESPN.

Short Answer Questions

1. Identifying the segments of society which would be the most ____________ was the next level of branding.

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

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

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

5. __________ allowed companies to become more connected to the events which they were affiliated with, no matter what the event.

(see the answer key)

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