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Thursday, June 29, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (June 29, 2000)

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I. Awards Galore

Walk away with the honours as you check your knowledge on some of the world's greatest advertising awards. (4 pts each)

  1. In the recent Cannes awards for advertising excellence, which country dominated the awards in the press and poster categories?



  2. What advertising awards were introduced in 1959 by Wallace Ross, and derived its name from one of the nine muses of Greek mythology; a proclaimer, glorifier and celebrator of history, great deeds and accomplishments?



  3. What are the John Caples International awards in the field of advertising awarded for?



  4. Two Indian agencies have won a bronze award each in this year's Cannes International festival. One is the lesser known campaign for Forte India by Chaitra Leo Burnett. Which is the better known, widely advertised TV ad which won an award for an Indian agency?



  5. What awards are generally considered the pinnacle of appreciation in the field of direct marketing and how are they different from the conventional advertising awards?



II. BRAND PLAY

Claude C. Hopkins almost a century ago, wrote: ``Ad writers forget they are salesmen and try to be performers. Instead of sales they seek applause.'' Many brands have failed to establish themselves with advertising copy trying to be too `clever' rather than being `direct'. Check out the following detergent brands and match them with the companies that own/market them.(1 pt each) 

    1. Shudh          a. Hindustan Lever
2. Gain           b. Tata Chemicals
3. Mr.White       c. Godrej Soaps
4. Wheel          d. Procter & Gamble
5. Ezee           e. SPIC-Henkel


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. `Kapda khush to dil be khush'



  2. `The worst thing that could happen to the Ikon, Accent and Corsa'



  3. `Because companies don't get built in an eight hour work day'



  4. `Sometimes it's about zero to sixty. It's about zero to the nearest bathroom'



  5. `Think this is cheap? ..... Wait till you see our prices '



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. Which company has announced the launch of `India's first cricket bike' endorsed by cricketer Robin Singh, after making minor changes to its existing version of bicycle?

    • Hero
    • BSA
    • Avon
    • Atlas




  2. What's common to the following toilet soap brands: Evita, Crowning Glory, FairGlow and Nikhar?

    • All are brands owned by P & G
    • All are brands owned by Godrej
    • These brands have been taken over by HLL recently
    • All claim to have an Ayurvedic base




  3. It's now common knowledge that Microsoft is the world's largest software company followed by Oracle. Which company is the world's third largest software company?

    • SAP
    • SAS Institute
    • Computer Associates
    • Adobe



  4. Which watch brand has launched the concept of universal `Internet Time', dividing a 24-hour day into 100 `beats' to enable users to watch the clock on a common platform?

    • Rolex
    • Omega
    • Swatch
    • Citizen



  5. Which company has recently announced that it will take over operations of Nabisco Foods worldwide?

    • Cadbury's-Danone jointly
    • Kelloggs
    • Unilver
    • Philip Morris




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