Exam Questions 2e Branding, Work, And Consumption Chapter.10

CHAPTER TEN: BRANDING, WORK, AND CONSUMPTION

Test Bank

Multiple Choice

1. For about the first 100 years of modern advertising, the very notion of the brand was intimately connected with ______.
2. automobiles
3. perishable household items
4. tools
5. furnishings

Answer Location: Branding and Capitalism in the 20^th Century

1. The 21^st-century conception of “the marketplace” is a space where ______.
2. the experience of shopping and consumption is branded
3. the free exchange of both goods and ideas occurs
4. people congregate to get together with friends and debate issues of the day
5. people protest injustice

Answer Location: Branding and Capitalism in the 20^th Century

1. In the second half of the 19^th century, branding was ______.
2. a neoliberal way to control consumerism
3. a way to expand the market by creating in people new needs and desires
4. a way to distinguish one consumer behavior from another
5. a classical way of using capitalism to control buyer behavior

Answer Location: Branding and Capitalism in the 20^th Century

1. Early advertising highlighted the uniqueness of a product and was based on a formula that included ______.
2. savvy consumerism because you are using products that work better with less ingredients
3. good citizenry because you are using environmentally friendly products
4. the notion that if you use the product you (or your home or your food) will be much better or more desirable
5. costs savings for using products that are not as expensive as the competitors

Answer Location: Branding and Capitalism in the 20^th Century

1. Mountain Dew ads imply that drinking Mountain Dew will open up a world of excitement where you can do (“dew”) anything. The constructed meaning associated with this brand is an example of the ______.
2. homonym effect
3. floating signifier effect
4. target market premise
5. feel-good premise

Answer Location: Branding and Capitalism in the 20^th Century

1. Starbucks, Wells Fargo, and Uber are three different companies, however all three faced events that threatened the ______ brand.
2. self
3. corporate
4. conscious
5. identity

Answer Location: Introduction

1. Iams is a popular pet food company founded in 1946. More recently, they have begun to sell pet insurance. This is an example of ______.
2. brand diversity
3. brand extension
4. brand variability
5. product placement

Answer Location: Branding and Capitalism in the 20^th Century

1. Which of the following is an example of people being branded?
2. Shoppers at a large outdoor mall are subjected to a faked, carefully crafted environment.
3. People think of themselves primarily as consumers rather than citizens.
4. Kim Kardashian is “famous for being famous.”
5. Companies such as Burt’s Bees maintain Facebook pages similar to your childhood friend’s, with photos, “Likes,” and status updates.

Answer Location: Branding and Capitalism in the 20^th Century

1. Which of the following is characteristic of what Rob Walker describes as the “click” phenomenon?
2. Consumers identify themselves with their brand choices.
3. Consumers are more likely to interact with a brand via the Internet.
4. Consumers are no longer captive audiences in the way they once were.
5. An angry consumer may publically condemn a product or brand.

Answer Location: Conclusion

1. Which of the following is an example of “murketing”?
2. targeting multiple demographics at once through broad appeal
3. showing the same commercial more than once during one commercial break
4. using multiple media - television, radio, and Internet – to advertise the product
5. creating a fake documentary in which characters use the product

Answer Location: The Brand as Institution (Late 1990s - Present)

1. The relationship between cultural expression and commercial expression is blurred in which of the following scenarios?
2. purchasing a “RED” product to help fight AIDS in Africa
3. buying gas and then going into the station to get a sandwich
4. watching a television show that incorporates product placement
5. choosing a generic prescription over a name brand prescription

Answer Location: The Brand as Institution: (Late 1990s - Present)

1. Leonard has a staff of 30 millennials who engaged in volunteerism, are active social media users, and work best with a flexible schedule. Leonard decided to allow employees to set their own schedules and honors the employee of the month by making a donation to a charity of their choice. Employees appreciate the fact that their boss seemingly has shaped corporate values around the values of the staff. This is an example of ______.
2. worker unity
3. emotional branding
4. work-life separation
5. branding from the outside in

Answer Location: Work, Branding, and the Entrepreneurial Self

1. G & G Market encourages employees who are musicians and artists to perform at work and encourages other creative expressions. G & G Market ______.
2. uses emotional, rather than rational appeals to get workers to commit to the organizational mission
3. has figure out how to bring social imaginary to work free of charge for consumers
4. has integrated individual idiosyncrasies of creative people into the corporate context
5. enabled consumers to engage directly with employees by listing to music and purchasing their art

Answer Location: Work, Branding, and the Entrepreneurial Self

1. G & G Market employees who showcase their talent at work are provided with ______ and are allowed to express their ‘preferred’ sense of self at work.
   1. identity incentives
   2. investment opportunities
   3. corporate social responsibility
   4. mediate brand opportunities

Answer Location: Work, Branding, and the Entrepreneurial Self

1. An example of ethical branding is ______.
2. an organization that uses its brand to construct a relationship with its various stakeholders
3. a soda company producing an advertisement that shows two people overcoming a conflict as a result of sharing a drink
4. a manufacturing company launching a campaign to show its environmental responsibility while dumping chemical waste products in local rivers
5. a company markets expensive items to lower income consumers to make them feel better about themselves

Answer Location: The Ethics of Branding

1. In Mastercard advertisements, people have "priceless" experiences enabled by Mastercard. This is an example of ______.
2. a unique selling proposition
3. brand extension
4. emotional appeal
5. floating signifier
6. Brand researchers spend many hours observing people as they walk around stores in order to find out how they interact with products. This method of research is called ______.
7. cultural analysis
8. ethnography
9. heuristic inquiry
10. reality testing

Answer Location: Work, Branding, and the Entrepreneurial Self

1. The day-to-day function of creating economic value for companies and constructing meaning is representative of ______.
2. discourse of democracy
3. self-capitalism
4. identity construction
5. communicative capitalism

Answer Location: Band as Institution (Late 1990s - Present)

1. While strong brands connect with stakeholders and send messages of optimism and freedom of choice, the ultimate purpose of branding is ______.
2. identity construction
3. to make profits
4. to engage in consumer advocacy
5. greenwashing

Answer Location: The Ethics of Branding

1. It is important to understand branding primarily in order to ______.
2. identify the unique selling proposition of a product
3. identify best practices for promoting ourselves as we engage in the discourse of enterprise
4. become immune to the siren call of advertising messages
5. be more reflective about our relationship to a world of images, symbols, and meanings mediated by corporate interests

Answer Location: Conclusion

True/False

1. In the early days of branding, the man of the house, as the primary breadwinner, was the target consumer for branded goods.

Answer Location: Branding and Capitalism in the 20^th Century

1. Branding in today’s society is based on the transmission model of communication.

Answer Location: Introduction

1. Advertising for household products today uses the same general formula developed nearly 100 years ago.

Answer Location: Branding and Capitalism in the 20^th Century

1. Today’s companies view the brand as an active participant in an ongoing dialogue with the consumer.

Answer Location: Introduction

1. Consumers are active participants in the meaning creation process of brands.

Answer Location: Introduction

1. Branding is intrinsically unethical.

Answer Location: The Ethics of Branding

1. The “Campaign for Real Beauty” (Dove soap) is an example of a brand engagement with political issues.

Answer Location: The Brand as Institution (Late 1990s – Present)

1. Consumption is empowering.

Answer Location: The Ethics of Branding

1. When consumers purchase a particular brand, they are engaging in an act of identity construction.

Answer Location: The Ethics of Branding

1. The goal of branding is to get us to respond in emotional rather than rational ways to products.

Answer Location: The Ethics of Branding

Fill-in-the-Blank

1. ______ is a primarily communicative process that involves the efforts of corporations to shape human identity and influence the cultural and social landscape in order to sell consumer products.

Answer Location: Introduction

1. Being called ______ reflects the fact that people are now involved in the brand management and branding strategies.

Answer Location: The Brand as Institution

1. ______ is the process of leveraging the meanings and emotions associated with a particular company to a variety of different products that don’t necessarily have any relationship with each other.

Answer Location: Branding and Capitalism in the 20^th Century

1. Literally any meaning or quality can be attached to any object, product, company, or person through the ______.

Answer Location: Branding and Capitalism in the 20^th Century

1. ______ is a strategy that attempts to integrate brands into the expression of individual identities by blurring the distinction between marketing and everyday life and popular culture.

Answer Location: The Brand as Institution (Late 1990s - Present)

1. Companies developed a brand formula that highlighted what the advertising industry referred to as the USP, or ______, of a product.

Answer Location: Branding and Capitalism in the 20^th Century

1. June decides to watch the weekend marathon of romantic comedies on the Family Network. She notices that many of the items that she uses in or own home are centrally placed in various scenes through the movies. Tactic is known as ______.

Answer Location: The Brand as Institution (Late 1990s - Present)

1. Edward Bernays (founder of public relations) was responsible for a campaign that connected smoking with ______ and freedom.

Answer Location: Branding and Capitalism in the 20^th Century

1. Unilever is the parent company for Axe and Dove. While the company brands Dove as a body image conscious activist brand, Axe uses an opposite branding strategy that positons women as sexual objects. This supports the notion that branding is more about ______ and less about empowerment.

Answer Location: The Ethics of Branding

1. In the (post) modern corporation, everyone must adopt and cultivate a(n) ______ in which work and non-work selves become increasingly interrelated and work becomes a constant performance of a carefully nurtured professional identity that visibly contributes to the company’s bottom line.

Answer Location: Work, Branding, and the Entrepreneurial Self