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

Multiple Choice Questions

1. Street _________ abound in the black neighborhoods as they know that the trends there will be cool in two to three years.
(a) Stalkers.
(b) Roamers.
(c) Hunters.
(d) Snitches.

2. Fast food chains now offer children's meals with branded __________ to help promote a certain media event or movie.
(a) Toys.
(b) Advertisements.
(c) Colors.
(d) Messages.

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

4. 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.

5. 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) Puma.
(c) Reebok.
(d) Adidas.

6. ___________ is a retailer which has engaged in price wars, offering prices so low that no competitor can ever compete.
(a) Wal Mart.
(b) K-Mart.
(c) Gap.
(d) Meijer.

7. As ____________ promised to improve the lives of customers, companies began mass advertising campaigns.
(a) Machines.
(b) Inventions.
(c) Books.
(d) Computers.

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

9. ___________ purchased Blockbuster Video and Paramount Pictures in 1997, which allows them to make substantial profits.
(a) Turner Network.
(b) Viacom.
(c) CNN.
(d) Home Box Office.

10. Some corporations have even paid college students to talk up their ___________ while being paid to do so.
(a) Classes.
(b) Trends.
(c) Brands.
(d) Books.

11. Cool _________ are stalkers of youth culture who trail teens, hang out with them, learn their language, and then recommend products.
(a) Stalkers.
(b) Hunters.
(c) Beans.
(d) Folks.

12. ______________ is a bookstore which began with the idea of offering a library like experience, with coffee from Starbucks.
(a) Walden.
(b) Barnes and Noble.
(c) Teachers.
(d) Borders.

13. Which sorts of laws were largely dismantled by the Reagan administration, which led to much of the branding activities?
(a) Drug.
(b) Anti-trust.
(c) Capital funding.
(d) Sponsorship.

14. Klein's parents thought of ___________ as a racket since once you get one, then you need all of the accessories to play with it.
(a) Board games.
(b) Barbie.
(c) Army guys.
(d) Computers.

15. Buyouts and __________ cause many companies to be coupled together with one entity acting under several different names.
(a) Bankruptcies.
(b) Layoffs.
(c) Changes.
(d) Mergers.

Short Answer Questions

1. Wal-Mart has the power to veto certain CDs or books since that one book or CD is not going to impact its ______________.

2. The brand had to infiltrate every corner of life, despite predictions that the brand would _______ as a result.

3. ________ culture began in the ghettos, but then incorporated Nike and Hilfiger into the social climate over time.

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

5. In 1974, the U.S. government began to implement anti-trust laws in order to prevent three major U.S. _________ from producing entertainment shows for their own purposes.

(see the answer keys)

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