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

Multiple Choice Questions

1. ________ 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.

2. Corporations have even begun to sponsor entire _______________ like MTV in order to continue marketing all day and night.
(a) Groups.
(b) Countries.
(c) Time zones.
(d) Cable channels.

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

4. Production is farmed out to cheaper workers who can meet ___________ as cheaply as possible.
(a) Deadlines.
(b) Sales goals.
(c) Shipping costs.
(d) Invoices.

5. Since they wanted to remain cool, many of the __________ also began to follow along with market brand trends.
(a) Parents.
(b) Grandparents.
(c) Children.
(d) Leaders.

6. The world of __________ looked dingy by comparison, according to the author when she went to Disneyland as a child.
(a) TV.
(b) Disney.
(c) Reality.
(d) Books.

7. While larger big box stores do give people a large selection of goods, the consumer is still limited by the choice of __________.
(a) Advertising.
(b) Prices.
(c) Retailer.
(d) Brands.

8. 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) ABC.
(b) ESPN.
(c) TNT.
(d) CBS.

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

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

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

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

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

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

15. The fiercest battles are not between the products, but they are between the branded _________ that are constantly redrawing the borders.
(a) Mergers.
(b) Camps.
(c) Words.
(d) Movies.

Short Answer Questions

1. The goal of branded stores is to offer an experience with ever more _________ to help entice people to come back.

2. With the help of ___________ advertising gurus, a product is no longer a product, but it is a way of life, an attitude, a set of values, a look, an idea.

3. Creating a ________ is the key buzz phrase for a corporation which wants to create a superstore.

4. Klein points out that Cathedral Grove isn't a forest at all, but a _________ museum as it is not accessible to all.

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

(see the answer keys)

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