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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 12-18.

Multiple Choice Questions

1. When ________ got wind that people were going to publicly ignore their company, their form letters came to a halt.
(a) Reebok.
(b) Gap.
(c) Target.
(d) Nike.

2. The brand had to infiltrate every corner of life, despite predictions that the brand would _______ as a result.
(a) Be less unique.
(b) Become more popular.
(c) Suffer.
(d) Grow.

3. Nike and _________ were the first to conceive of the idea of co-branding, with much success for both companies.
(a) Reebok.
(b) Dell.
(c) Apple.
(d) Hilfiger.

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

5. The broader goal of the process in #139 is to take back the public _________ and to stop the corporations from taking over all of the public's senses.
(a) Space.
(b) Truth.
(c) Mind.
(d) Conscience.

Short Answer Questions

1. The McDonald's trial was never about winning in court, it was about using the _______ to win over the public.

2. The introduction of ____________ helps to create synergy, but also drives out smaller stores who cannot compete.

3. __________ was the first company to begin with the idea of shipping production overseas where it could be cheaper.

4. Large corporations give money to movie makers in order to get their products prominently featured in __________.

5. Billboard __________ has now spread to hacking into Internet sites in order to show new messages.

(see the answer key)

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