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Financial Daily
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Thursday, February 03, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (February 03, 2000)

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I. IN THE MAG BAG

Load your magazine and start firing. Check out these mag facts. (4 pts each)

  1. Which magazine was launched in 1922 by Dewitt & Lila Wallace and was promoted extensively by direct mail only, with no mass media advertising at all in the first four decades of its existence?


  2. What famous magazine, founded in 1953 by Hugh Hefner with Marilyn Monroe on the cover, was released without a cover date as the publisher was unsure if there would be a second issue?


  3. Founded in 1967 by Jann Wenner as a representation of youth and hippie culture, it has evolved into a magazine with broader appeal, and uses the famous Perception vs Reality advertising. Name the magazine.


  4. This jeans brand created a sensation with a 116-page insert in the women's magazine Vanity Fair. There were 107 pages with scantily clad models but absolutely no copy in the entire supplement. Name the brand.


  5. In terms of revenue, which organisation is the world's largest magazine publisher?


II. BASELINE PLAY

David Ogilvy once said: ``Ninety-nine percent of advertising doesn't sell much of anything.'' Shocking, but true. Many companies undertake corporate campaigns with one eye on the customer and the other on the stock market _ often with disastrous results. Check out these baselines of auto corporate ads. (1 pt each) 

    1. `Engineering your tomorrows'         a. Mahindra & Mahindra
2. `Tougher than the toughest'          b. Bajaj Tempo
3. `Giving wheels to India'             c. Hero Honda
4. `Leading the way'                    d. Bajaj Auto
5. `Value for money, for years'         e. Ashok Leyland


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. `Radha bhabhi meeting me, aur ghar sambhalenge aap'




  2. `Sometimes the only person you need to listen to in office is Harsha Bhogle'




  3. `For sale. Silver Mercedes Benz S280. 1998 model, very good condition, rarely used, only run 20 kms, immediate delivery. Call 2407814. Anytime'


  4. `What does a Rs. 5,170 crore investment, life-saving medical technology and your baby's vaccination have in common?'




  5. `Beautiful vital hair colours speak volumes, yet leave men speechless'




IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. Which company famous for many successful brands was founded in 1971 by two businessmen Jaipal Reddy and J.K.Pathare?

    • Maxwell Apparels
    • Eenadu
    • Ajanta Pharmaceuticals
    • Nutrine


  2. `Play it again, Sam' is of course the famous movie line never uttered in the film Casablanca. But in 1962 an organisation revived the line to use it as its advertising slogan. Which was that?

    • New York State Lottery
    • Wal-Mart
    • McDonald's
    • NBA




  3. Who accidentally invented corn flakes while trying to develop a new kind of easily digestible wheat beat in a hospital in 1894?

    • Thomas Cadbury
    • William Kellogg
    • Julius Maggi
    • Joseph Campbell




  4. Which company has taken over Modern Foods, which recently became the first public sector undertaking to be fully privatised?

    1. Parle Biscuits
    2. Nestle
    3. Britannia
    4. Hindustan Lever




  5. An unlikely brand to have a famous endorser, which famous personality is endorsing Rupa innerwear?

    1. Govinda
    2. Sachin Tendulkar
    3. Salman Khan
    4. Ajay Jadeja




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