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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 6-8.

Multiple Choice Questions

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

2. Selection vs. __________ is a strategy in which consumers believe they have choices because of the large selection available.
(a) Choice.
(b) Name.
(c) Price.
(d) Brand.

3. What did kids buy when the real version of a product was too expensive or too out of reach?
(a) Knock offs.
(b) Hot products.
(c) Generics.
(d) Handmade products.

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

5. By _________, Redstone means branded entertainment products that he pats and molds to fit his various media holdings.
(a) Books.
(b) Stores.
(c) Software.
(d) Movies.

Short Answer Questions

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

2. Fast food chains now offer children's meals with branded __________ to help promote a certain media event or movie.

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

4. As the media begins to focus more on global markets, stations try to avoid __________ other governments with critical coverage.

5. Synergy's efficiency is not measured by the success of any one product, but on how well any one of the products _______ through the channels.

(see the answer key)

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