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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

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

2. Wal-Mart has the power to veto certain CDs or books since that one book or CD is not going to impact its ______________.
(a) Attitude.
(b) Customers.
(c) Bottom line.
(d) Reputation.

3. Which of the U.S. presidents began to dismantle the anti-trust laws which allowed for joint research between competitors?
(a) Eisenhower.
(b) Nixon.
(c) Bush.
(d) Reagan.

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

5. People begin to realize that the corporate ideas of 'cool' were dictated by the capitalists who were driven by ________.
(a) Pride.
(b) Truth.
(c) Honor.
(d) Greed.

6. According to the book, _________ is something which is becoming less and less of a reality in the world of capitalism.
(a) Peace.
(b) Diversity.
(c) Competition.
(d) Savings.

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

8. Brand names became synonymous with the idea of corporate __________, and agencies began to focus on the brand rather than the product.
(a) Profits.
(b) Stealth.
(c) Truths.
(d) Consciousness.

9. What is the branded town as build by Disney in Florida, whose aim is to create an entirely branded experience?
(a) Mickey and Minnie.
(b) Celebration.
(c) Mouseville.
(d) Joyness.

10. When the hip hop trend began to move out of the black neighborhoods, companies started to create __________.
(a) New brands.
(b) Superbrands.
(c) New styles.
(d) Fake markets.

11. ________ culture began in the ghettos, but then incorporated Nike and Hilfiger into the social climate over time.
(a) Prep.
(b) Urban.
(c) Hip hop.
(d) Jazz.

12. 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.
(a) Nike.
(b) Adidas.
(c) Puma.
(d) Reebok.

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

14. ________ can control what and how news is reported since advertising dollars are how new stations continue to run.
(a) Soda companies.
(b) Corporations.
(c) Governments.
(d) Schools.

15. Klein compares the experience within a superstore as something that is a one- to two-hour __________.
(a) Movie.
(b) Birthday.
(c) Book.
(d) Play.

Short Answer Questions

1. What's interesting about the Disney branded town in Florida is that it offers a celebration of _________________.

2. The synergy of many pieces of a town into one specific group often begins with ______________ so that there is enough money to take over the town.

3. Cool _________ are stalkers of youth culture who trail teens, hang out with them, learn their language, and then recommend products.

4. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?

5. Markets that respond to the tyranny of size have always had a tendency toward __________.

(see the answer keys)

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