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

Multiple Choice Questions

1. What advertising agency did the Airwalk company hire to rethink their marketing campaign in the 1990s?
(a) Interprize.
(b) Athena.
(c) Maven.
(d) Lambesis.

2. The young men who attempted to mug Bernie Goetz demanded how much money from him?
(a) $50.
(b) $20.
(c) $5.
(d) $100.

3. Divine Secrets of the Ya-Ya Sisterhood initially sold how many copies in hardcover?
(a) 15,000.
(b) 25,000.
(c) 50,000.
(d) 10,000.

4. According to the author in Chapter 7, even as the amount of advertising against smoking increases, what also increases?
(a) Teen smoking.
(b) Suicides.
(c) Adult smoking.
(d) Tobacco marketing.

5. Throughout history, armies organized in groups of less than what number, according to the author in Chapter 5?
(a) 1,600.
(b) 100.
(c) 200
(d) 2,000.

6. What refers to the act, state or habit of being predominantly concerned with and obtaining gratification from what is outside the self?
(a) Narcissism.
(b) Extroversion.
(c) Introversion.
(d) Cataclysm.

7. What refers to the displeasing feeling of fear and concern?
(a) Rage.
(b) Depression.
(c) Schizophrenia.
(d) Anxiety.

8. Tom Gau, according to the author in Chapter 6, is the ultimate what?
(a) Salesman.
(b) innovator.
(c) Connector.
(d) Maven.

9. The failure of many anti-smoking campaigns has been the focus on what, according to the author?
(a) The cigarette.
(b) Teenagers.
(c) Health risks.
(d) Adults.

10. How many young men closed in on Bernie Goetz in an attempt to mug him on the subway?
(a) 2.
(b) 4.
(c) 3.
(d) 6.

11. On what date was Bernie Goetz mugged on the subway?
(a) July 12, 1990.
(b) September 5, 1988.
(c) April 16, 1981.
(d) December 22, 1984.

12. Philip Zimbardo ended his prison experiment after how many days?
(a) 14.
(b) 8.
(c) 4.
(d) 6.

13. Gladwell mentions two methods to reduce teen smoking in Chapter 7. The first is to prevent whom from smoking?
(a) The parents.
(b) The extroverts.
(c) The introverts.
(d) The laggards.

14. Who is the creative director of the Lambesis Agency?
(a) Todd Kessler.
(b) Tom Gao.
(c) Chad Farmer.
(d) David Gunn.

15. What is the name of Methodism’s founder?
(a) John Wesley.
(b) John Potterat.
(c) Howard Friedman.
(d) George Whitfield.

Short Answer Questions

1. Mark Alpert is a professor at what university?

2. When the New York City Subway system came under new directorship at the height of crime problems, the second area of change was what?

3. DeeDee Gordon had previously worked with what shoe company before the Airwalk campaign?

4. When did Philip Zimbardo conduct his prison study?

5. Who became director the of the New York City Subway system at the height of the crime problems, according to the author in Chapter 4?

(see the answer keys)

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