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Brand Quest      (July 20, 2000)

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I. Pot Pourri

A mixed bag of questions this week. (4 pts each)

  1. Which famous US magazine, started in the late 1910s, refused to carry advertisements in its US edition till 1955 when it changed this policy?



  2. What brand would you associate with the following personalities: Shammi Kapoor, Jalal Aga, Ashok Kumar, Saeed Jaffrey?



  3. Which Indian agency was launched more than a decade ago, with an ad campaign using the bold copy: ``There are 348 advertising agencies around. So who needs a 349th?''



  4. Which is the watch sub-brand recently launched in India by Swatch, which claims to be the world's thinnest plastic watch with a thickness of 3.9 mm?



  5. Which computer manufacturer was recently asked to pay billions of dollars in damages in a product liability suit in the US, following the discovery of faulty chips in the floppy drives of the computers they sold?



II. BRAND PLAY

Bill Bernbach once said: ``Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.'' Advertising in India often tries to be clever and in the process forgets its main objectives. Check out the following toilet soap brands and match them with the companies that own/market them. (1 pt each) 

    1. Fa                      a. Hindustan Lever
2. Cinthol                 b. Henkel
3. Nivea                   c. Godrej Soaps
4. Hamam                   d. VVF Ltd
5. Doy Care                e. J.L. Morrison



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. `If it takes so many artists to make a serial, it deserves to be seen on ____ with intelligent picture control'



  2. `A soft, silky smooth pair of legs. The perfect way to make him go weak in the knees'



  3. `Radials are tough. Radials have grip. Radials are manoeuverable. Radials are for Rs.1,195. Its your move now.'



  4. `Mera number aayega'



  5. `If you've spent less than seven minutes on this page, you must be a man'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which car manufacturer carries a small icon of a road and a green leaf in all its print advertising with the base copy: ``Go Green, Go ____''?

    • Opel
    • Daewoo
    • Ford
    • Suzuki



  2. Which Web site is generally credited with having sold and placed the first-ever banner ad on the Internet on Oct 27, 1994?

    • HotWired.com
    • Yahoo!
    • AOL
    • Hotmail



  3. With which famous company would you associate its founder and CEO Charles Wang, an American of Chinese origin and its President Sanjay Kumar, an American of Indian origin?

    • K Mart
    • Computer Associates
    • Yahoo!
    • PurpleYogi.com



  4. Which international management consultancy sponsors an annual international award for the `Entrepreneur of the Year'?

    • McKinsey
    • Andersen Consulting
    • Boston Consulting Group
    • Ernst & Young



  5. Although stock options are an old concept in the US, which company is credited with having brought them back into vogue after it first launched the scheme in 1978, and which made its CEO one of the highest paid executives through the 1980s?

    • Microsoft
    • Apple
    • Toys 'R'Us
    • Drexel Lambert



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