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Brand Quest      (July 06, 2000)

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I. Couch potato

Reach for the remote as you check out your knowledge on some of the world's leading television channels. (4 pts each)

  1. Which channel was founded by Ted Turner in June 1980 and gained worldwide prominence after its coverage of the Persian Gulf war in 1991?



  2. TNT recently changed its name to TCM. What does TCM stand for?



  3. What channel was founded by Time Inc in 1972, and soon became one of the largest providers of pay-television programming focused on movies?



  4. NBC sold off Blue Network in 1941 following an FCC ruling that no company could own more than one radio network. How is this TV network, currently a division of Disney better known as today?



  5. What do the following TV channel abbreviations stand for: a. CBS b. ESPN



II. BRAND PLAY

Al Ries in his recent book 22 Immutable Laws of Branding states: ``What branding builds, sub-branding can destroy.'' It is important while considering any sub-branding to keep in mind the customer perspective and unison with the mother brand, otherwise it could be counter-productive. Check out the following TV sub- brands and match them with the companies that own/market them. (1 pt each) 

    1. Emperor II            a. Onida
2. KY Thunder            b. Videocon
3. Bazooka               c. BPL
4. Sophia                d. Sony
5. Wega                  e. Panasonic



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) advertised.
  1. `Buying a washing machine? Insist on the 4 Bucket Test.'



  2. `Introducing 16 X 4 Hypertech. Get ready to drive the future.'



  3. `More value in Asia's shopping paradise'



  4. `So far, the only blockbusters of 2000. Kaho na Pyar hai.Josh. _____ in Chandigarh & Haryana'



  5. `It's how ze world saya cheese!'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which brand of jeans advertises with the catchline: ``World's largest selling girls' jeans''?

    • Lee
    • Levi's
    • Pepe
    • Calvin Klein



  2. What is common to Shammi Kapoor, Jalal Aga, Ashok Kumar, and Saeed Jaffrey in the world of advertising?

    • They started India's first Internet ad agency
    • They have all endorsed Bagpiper whisky
    • They have all endorsed Pan Parag products
    • All are married to ad personalities



  3. Which company launched the first PC networking system as early as 1981?

    • IBM
    • Cisco
    • 3Com
    • Novell



  4. With which company (then gunsmiths) did Edward Sholes, inventor of the typewriter, sign a contract for the manufacturer of the typewriters?

    • Enfield
    • Colt
    • IBM
    • Remington



  5. Which company acquired the television network CBS in 1995 and later abandoned its well known corporate name and adopted the name CBS Corporation in 1997?

    • RCA
    • Westinghouse
    • Kenwood
    • Edison Electric



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