Choose the one word or phrase that best completes the sentence and fill in the appropriate answer above.
1-
It was on September 30, 1997 that Steve Jobs revealed Apple's new marketing strategy, which would entail focusing on Apple's brand; Steve cited Nike commercials that left people with a feeling of physical excellence without ever showing the ..........
A -
ad
B -
shoe
C -
swish
D -
Tiger
2-
The problem with Steve's ......... is, of course, that Nike doesn't just advertise with television ads, Nike also sponsors athletes, tons of them.
A -
anagram
B -
analogue
C -
analogy
D -
anatomy
3-
Undoubtedly Apple would have pursued the sponsorship idea, but since people won't willingly watch other people use computers, they were unable to ......... themselves of that option.
A -
address
B -
avail
C -
disenchant
D -
relieve
4-
Apple's strategy may have been mistaken, incomplete or a ......... of genius depending on your perspective.
A -
blow
B -
brand
C -
stab
D -
stroke
5-
In any event, Apple held the ......... for years: if you were to take any particular television ad produced between the date of Steve's speech and the most recent July you'll note that they share a common theme.
A -
course
B -
field
C -
ground
D -
plot
6-
What could a TV spot featuring Einstein, Gandhi, Picasso and a Richard Dreyfuss voiceover have in common with G4 towers surrounded by tanks? — rest assured the common theme is there, but it takes a moment to ......... the thing out.
A -
badger
B -
ferret
C -
gopher
D -
mole
7-
Once it ......... though, it becomes impossible not to notice it in every subsequent ad.
A -
hits
B -
plays
C -
runs
D -
spots
8-
The theme isn't one of some hidden message or even a ......... background but rather something that is omitted: specifically, you never see the Apple products actually working.
A -
clear
B -
cool
C -
known
D -
shared
9-
You'll be treated to spinning Macs, slovenly snails, or silhouettes dancing, but never an actual product doing what it was designed to do: the most ......... example of this is the spot introducing Airport.
A -
immeasurable
B -
incredulous
C -
irremediable
D -
unfathomable
10-
While the technology has become commonplace today it was Apple who first ......... onto the wireless future, yet they never showed Airport operating wirelessly.