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Brand Quest      (November 23, 2000)

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I. Agency FAQs

Discover how ad-savvy you are by answering these questions on Indian ad agencies.(4 pts each)

  1. Which ad agency was founded by the famous writer and advertising personality, Frank Simoes, in 1967, although it was later taken over by a different group in the early 1990s?



  2. She was a creative hotshot with Contract and Enterprise, and came back to advertising after a long break with her own eponymously named creative agency. Name the agency and the lady in question.



  3. Which famous Indian advertising agency was founded by Arun Nanda, Ajit Balakrishnan and Mohammed Khan?



  4. Name the foreign partners in the following Indian ad agencies: a. Ulka b. Anthem



  5. In order to increase business, there was a trend among ad agencies a few years ago to start a second agency to take on competing accounts. With which company are the following agencies aligned: a. Contract b. Karishma (now defunct) c. SSC & B



II. BRAND PLAY

Mark Twain, once said: ``Many a small thing has been made large by the right kind of advertising.'' There is a great deal of advertising in categories such as stationery which were really not advertised in the mass media in India until a decade ago. Match the following stationery brands with the company that markets them in India. (1 pt each) 

    1. Reynolds                     a. Camlin
2. Natraj                       b. GM Pens
3. Camel                        c. Pidilite
4. Acron                        d. Luxor
5. Paper Mate                   e. Hindustan Pencils



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. `Make the world your playground'



  2. `Ever looked for the five most important mutual fund alphabets under the sun?'



  3. `Be good to yourself. Fly ___'



  4. `We've placed a million bets on the quick relief provided by ____ cream. And we haven't lost a single one'



  5. `Crore nahin. Dus Crore nahin. Ek aisa show jiska koi tod nahin'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Following the success of Kaun Banega Crorepati, Amitabh Bachchan is slated to endorse a large Indian financial institution with some similar copylines. Name the company.

    • HDFC
    • LIC
    • ICICI
    • UTI



  2. Which famous management thinker is responsible for the popular `six thinking hats' concept?

    • Robert Heller
    • Peter Drucker
    • David Ogilvy
    • Edward De Bono



  3. The famous insurance company American Insurance Group (also in a tie-up with the Tatas for an imminent launch in the country) was founded in 1919 in which city?

    • London
    • Chicago
    • Los Angeles
    • Shanghai



  4. In which famous organisation did Louis Gerstner become the first outsider to head the company, in what was then considered a bold move for the company?

    • IBM
    • Compaq
    • RJR Nabisco
    • Citibank



  5. With which successful airline, known for its strong management style focussed on corporate culture, would you associate its famous founder and CEO Herb Kelleher?

    • NorthWest Airlines
    • Southwest Airlines
    • American Airlines
    • United Airlines



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