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

Multiple Choice Questions

1. __________ bought block stocks in Hasbro and Galoob before he sold the toy companies the licensing rights to the new Star Wars films.
(a) Joseph Campbell.
(b) Pete Jackson.
(c) George Lucas.
(d) Steven Spielberg.

2. The problem with branded vacation destinations is that they only offer a ___________ opportunity for branding convergence.
(a) Permanent.
(b) Pushy.
(c) Fake.
(d) Temporary.

3. Co-branding is seen as a win-win situation since the product and the _________ are both promoted at the same time.
(a) Melody.
(b) Activism.
(c) Celebrity.
(d) Message.

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

5. The goal of branding was to establish a/an _____________ connection between the customer and the product.
(a) Loyal.
(b) Emotional.
(c) Money.
(d) Electric.

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

7. A larger company will help a school out so long as their __________ and products are prominently displayed in the school.
(a) Funding.
(b) Board of directors.
(c) Competition.
(d) Logo.

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

9. During the 1990s, the consumer became more _________ conscious than brand conscious due to the recession taking place.
(a) Price.
(b) Quality.
(c) Social issue.
(d) Change.

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

11. Where did the author's parents move in order to avoid the Vietnam War in the 1960s and 1970s?
(a) Germany.
(b) Canada.
(c) New Zealand.
(d) Mexico.

12. Klein points out that Cathedral Grove isn't a forest at all, but a _________ museum as it is not accessible to all.
(a) Nature.
(b) Money.
(c) Forest.
(d) Tree.

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

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

15. 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) Reputation.
(c) Bottom line.
(d) Customers.

Short Answer Questions

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

2. Who, when faced with less money, allowed these companies to use their brands in order to gain more money for certain events?

3. Since they wanted to remain cool, many of the __________ also began to follow along with market brand trends.

4. According to the book, _________ is something which is becoming less and less of a reality in the world of capitalism.

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

(see the answer keys)

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