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Brand Quest      (June 08, 2001)

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I. POT POURRI

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

  1. What expression, prominent in recent ads of Pepsodent toothpaste, had to be withdrawn following an ASCI ruling, as Colgate had used the same expression in its toothpowder ads?



  2. What commonly used product was invented by Whitcomb Judson in 1893 but had no demand till the late 1910s when orders came for troop uniforms?



  3. Thomas Alva Edison would rank as the most inventive person in the world in terms of the patents (over 1000) that he registered. Which famous inventor ranks second in the number of patents registered?



  4. In terms of overall advertising spends, which country is the second largest in the world, with only the US ahead of it?



  5. Which organisation is the world's largest employer?



II. BASELINE PLAY

Check out the following baselines and match them with the brands that use them. (1 pt each) 

    1. `Somewhere, always'                  a. AirTel
2. `Touch Tomorrow'                     b. Hindustan Zinc
3. `Applying Thought'                   c. Bayer
4. `Expertise with responsibility'      d. Zurich
5. `Building a worry-free world'        e. Wipro



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. 'Two-thirds of the globe is covered by water. The rest in covered by _____'



  2. 'We didn't jump in the infrastructure bandwagon. We built it'



  3. `The soul of India' (Hint: a state tourism board!)



  4. `Four reasons why cotton fabric won't be in fashion this year. ___ introduces Aquasoft'



  5. `Because learning never stops'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. In which year was British Airways, once a bastion of the public sector in the UK, privatised?

    • 1986
    • 1992
    • 1995
    • 1971



  2. Which mobile phone service provider has taken over from JT Mobile and launched its services in Bangalore and Andhra Pradesh last year?

    • BPL Mobile
    • Orange
    • AirTel
    • Reliance Telecom



  3. Which prominent Bollywood actress appears in ads for Lux soap as well as Hero cycles?

    • Karishma Kapoor
    • Tabu
    • Rani Mukherjee
    • Preity Zinta



  4. The television channels Lashkara (Punjabi) and Gurjari (Gujarati) are owned by which entertainment company?

    • Zee Network
    • Star TV
    • Reminiscent
    • ETC



  5. Which air route has the highest level of international passenger traffic in the world?

    • London-New York
    • London-Paris
    • Dubai-London
    • New York-Singapore



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