View a FREE sample

This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. Corporations want to make brands less of a connection to a retailer and more of a __________ choice.
(a) Family.
(b) Shopping.
(c) Lifestyle.
(d) Automatic.

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.
(a) Professional.
(b) Trained.
(c) New age.
(d) Marketing.

3. 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) Sponsorship.
(d) Capital funding.

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

5. One of the CEOs of the MTV channel admits to the fact it is not about angst, but more about unbridled _____________.
(a) Music.
(b) Consumerism.
(c) Speech.
(d) Passion.

Short Answer Questions

1. "Branding in its truest and most advanced incarnations is about corporate _______________."

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

3. A key element in keeping the costs at Wal-Mart low is the stores are build within a short distance of ___________ centers.

4. Unlike Starbucks, other coffee shops can only profit from one ________________ at a time.

5. Many more people were buying __________ brands in order to save money during tighter times in the market.

Short Essay Questions

1. Why did brand names come to be in the market as companies continued to produce goods for consumers to buy?

2. What had to happen in businesses when they realized that traditional advertising was not enough?

3. What are the factors which serve to restrict the choice of consumers in the market?

4. What does the idea of synergy in brand-run corporations mean to the consumer and to the brand?

5. Why are price wars forcing the smaller business out of the market, while giants like Wal-Mart are able to compete?

6. How does synergy lead to outright censorship in the consumer market, though most are unaware of it?

7. What are some political ramifications of sponsorships in the eye of the public?

8. The activities of bundling services and items wasn't always the case, as anti-trust laws would have prevented these occurrences. During what era did the anti-trust laws become dismantled?

9. How have some corporations consumed public space as well, according to Klein in this book?

10. What is at risk as the media becomes more intertwined with the larger companies who are trying to advertise?

(see the answer keys)

This section contains 631 words (approx. 3 pages at 300 words per page) View a FREE sample