Brand Quest      (January 27, 2000)

To get answer, point at the ANSWER icon

I. CAMPAIGN TIME

1. In a campaign series by BBDO for this famous magazine, the bold copy reads `I never read _____.' Management Trainee. Aged 42. Name the magazine.
   
   

2. What was the famous copy in the Saatchi & Saatchi campaign for the Conservative Party in the UK in the late 1970s, with the baseline `Britain's better off with Conservative'?
   
   

3. Name the brand in this famous campaign by Bill Bernbach: `We are in the rent-a-car business playing second fiddle to a giant. Above all, we've had to learn how to stay alive. No. 2ism is the ___ doctrine. And it works.'
   
   

4. In a classic example of commodity branding, this brand became an overwhelming leader in the salt category with the powerful copy: `When it pours, it rains.' Name the brand.
   
   

5. `Be all you can be' is the big promise held out by an organisation, successfully, in an ad campaign developed by N.W. Ayer & Co. Name the organisation.
   
   

   II. BASELINE PLAY

   David Abbot's advice on advertising copy: ``Put yourself into work, use your life to animate your copy. If something moves you, chances are it will touch someone else too.'' Emotion is an important essence of copy, but not found in many advertisements. Check out the baselines of some Internet Service Providers. (1 pt each)

   1. `Keeps you cool, calm and connected'        a. Satyam Online
   2. `Fun. Fast. Easy'                           b. WIPRONet
   3. `Lifeline of Mumbai and Delhi'              c. ETH Internet
   4. `The Internet @ your service'               d. MTNL
   5. `The world for every Indian'                e. RoltaNet
   

   
   

   III. COPY TEST

   Following are words picked out of the body copy of a print ad, voice-over of a TVC or simply a baseline. Identify the brand. (3 pts each)
   1. `It's not only Baygon. It's a world of solutions'
      
      
      

   2. `It's a game you play with your taste buds'
      
      
      

   3. `Profits and Principles. Is there a choice?'
      
      
      

   4. `In this century _____ would like to make a sincere request to the competition. Please give us some competition'
      
      
      

   5. `The taste of good health'
      
      
      

   IV. TAKE YOUR PICK

   Select the right answer. (2 pts each)

   1. Why has January 30, 2000 been in advertising news in the US?
      1. No liquor ads on TV from that day
      2. Monica Lewinsky and Bill Clinton appear in ads from that day
      3. It's been declared a `No Ad Day' by TV channels
      4. It's the day of the SuperBowl telecast!
      
      

   2. The Jenny Craig diet system has been in the news with its use of this famous personality to endorse its weight loss programme. Who is it?
      1. Sarah Ferguson
      2. Monica Lewinsky
      3. Elizabeth Taylor
      4. Arnold Schwarznegger
      
      
      

   3. Which famous personality appears in current ads for Tata Tea?
      1. Karishma Kapoor
      2. Juhi Chawla
      3. Raveena Tandon
      4. Manisha Koirala
      
      
      

   4. Truth, Lies and Advertising, a famous book by advertising man Jon Steel, details which part of advertising?
      1. Creative Strategy
      2. Direct Marketing
      3. Account Planning
      4. Media Planning
      
      
      

   5. Which famous international casualwear brand has introduced a line of kurtas internationally, inspired by Indian ethnic wear?
      1. Tommy Hilfiger
      2. Lacoste
      3. Calvin Klein
      4. Ralph Lauren
      
      
      

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