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Brand Quest      (September 21, 2000)

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I. Jingle all the way

Check your knowledge of some famous music scores/compilations that have entered the world of ads. (4 pts each)

  1. Which famous brand of cosmetic lenses was launched in India with a memorable TV commercial featuring Eric Clapton's song Wonderful Tonight playing in the background?



  2. What famous product was launched in 1995 with the licensed revival of the Rolling Stones number Start Me Up?



  3. What is the title of Coca-Cola's famous jingle, first heard in 1971, which became one of the highest selling hit singles? (The title was later used as the title of a book written on the former Coke CEO Robert Goizueta )



  4. The use of the Beatles' song Revolution in an advertisement in the late 1980s, was the first time a Beatles recording had ever been licensed for advertising purposes. Name the brand that used the song?



  5. The famous Indipop song Breathless by Sankar Mahadevan was used as a theme song in a TV commercial by a popular Indian soap brand. Name the brand.



II. BRAND PLAY

Samm Sinclair Baker, in his 1963 book, writing on the ills of the ad industry commented: ``The one essential, driving aim of the agency's campaign is not to please and sell you, the public, but to sell the advertiser and get his initialed okay. The public is a poor also-ran.'' Match the following bottled water brands with the company that markets them in India. (1 pt each) 

    1. Bisleri                a. Pepsi
2. Bailley                b. Coca-Cola
3. Kinley                 c. Parle International
4. Aquafina               d. ATCO Healthcare
5. Brilliant              e. Parle Exports



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. `To us ``Know-You'' is as important as ``Know-How''



  2. `______ ____ card *liya tho chaandi ho gayee'



  3. `Women just can't help getting carried away'



  4. `Request Pink Floyd to step into your car. Beg them to rock. Or get a _____'



  5. `Feel the experience. While you shop'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. With which famous pharmaceutical company would you associate entrepreneur Deshbandu Gupta?

    • Wockhardt
    • Lupin Labs
    • Ranbaxy
    • Cadila



  2. Which company, in its latest corporate campaign, claims as its pioneering achievements the invention of the personal computer as well as the computer mouse ?

    • IBM
    • Microsoft
    • Xerox
    • Apple



  3. IBM originally invented the floppy disk in 1971. Which company invented the 3 1/2 inch floppy disk in 1981 that has currently become the standard in personal computers?

    • IBM
    • Apple
    • 3M
    • Sony



  4. Which was the first business school in the world to offer a full-fledged master's degree in management in 1910, two years after it was founded, in 1908 ?

    • MIT
    • Harvard
    • Insead
    • London Business School



  5. This famous company bought the consumer durables brand Braun in 1967 and later bought the Parker pen brand, in 1993. In 1996 it merged with Duracell. Name it.

    • Unilever
    • Gillette
    • Eveready
    • GE



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