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Brand Quest      (March 22, 2001)

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I. POT POURRI

A mixed bag this week. (4 pts each)

  1. What's common to the following books: Never Give a Sucker an even break, Jesus: CEO, Cigars, Whisky & Winning and Make It So?



  2. Which brand has featured the following celebrities in its ads: Sachin Tendulkar, Shah Rukh Khan, Hrithik Roshan?



  3. If KBC is Kaun Banega Crorepati, SDCK is Sawaal Dus Crore Ka, JCPK is Jeeto Chappar Phaad Ke, what does JKSK stand for in the context of Indian TV game-shows?



  4. What's common to the following business books: The New Positioning, Differentiate or Die, Positioning?



  5. What's common to the following: NV, Select, Star, Supreme, Prithvi?



II. BOOK PLAY

There is a great quote I read somewhere, ``Advertising pays, particularly for the advertising agency.'' Nothing can be more true, considering the amount of ineffective advertising that you often see in the mass media every day. Match the following famous books on advertising with their equally famous authors. (1 pt each) 

    1. Truth, Lies and Advertising         a. Jean-Marie Dru
2. Disruption                          b. John Caples
3. Tested Advertising Methods          c. Jon Steel
4. Scientific Advertising              d. David Ogilvy
5. Confessions of an Advertising Man   e. Claude Hopkins



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. `Born in 1953, I have over 90,00,000 brothers around the world. Born in 1962, I have over 75,000,000 sisters around the world'



  2. `Haan, mere bina match shuru nahin hoga'



  3. `India's best airline is now one of the best in the world'



  4. `Gahgtf, hjuyk io hjwfqklohf fq pceu! Cheez delice. So delicious, it's beyond words'



  5. `The purest way to breathe'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Shot in a football stadium in Sydney, this 90-second Indian TVC, currently on air is touted to be the most expensive TV ad ever shot. Name the brand.

    • HomeTrade.com
    • AirTel
    • Bharti
    • Pepsi



  2. Who was the first creative person to establish an advertising agency in 1921, an event acknowledged to be the inspiration for David Ogilvy?

    • Raymond Rubicam
    • Claude Hopkins
    • J Walter Thompson
    • Rosser Reeves



  3. Which magazine is edited by Anuradha Mahindra, wife of Anand Mahindra of the Mahindra & Mahindra Group?

    • Verve
    • Society
    • Cosmopolitan
    • Gladrags



  4. Which car company is planning to launch its successful mid- size car model Mondeo, in India in the next few months?

    • Mitsubishi
    • Ford
    • Opel
    • Skoda



  5. What is the brand name of the mineral water recently launched by Nestle in India?

    • Perrier
    • Kinley
    • Himalaya
    • Pure Life



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