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Brand Quest      (June 14, 2001)

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I. BRANDSTAND

Check your knowledge on some commonalities in the world of brands (4 pts each)

  1. What's common to Catch Salt, Kingfisher Beer and T-series Cassettes?



  2. What is common to Frooti, Microsoft XP, Kelvinator Electra and Fair & Lovely, in terms of their recent advertising?



  3. What's common to Sylvester Stallone, Arnold Schwarzneggar and Bruce Willis?



  4. What's common to Essar cellphone, Orange and Command?



  5. What's common to cricketers Saurav Ganguly, Yuvraj Singh, and Nayan Mongia?



II. BASELINE PLAY

Leo Burnett once said, ``The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its `product' can't be turned out on an assembly line.'' How much does advertising reflect the relevant human needs as its theme, particularly in categories like credit cards? Check out the following baselines and match them with the credit card brands that use them. (1 pt each) 

    1. `The Power to give'                  a. HSBC
2. `Your world of financial services'   b. Citibank
3. `Chaandi ho gayee'            c. ICICI
4. `People. Not Plastic'                d. American Express
5. `Do more'                            e. Tata Finance



III. COPY TEST

Following are words picked out of the body copy of a print ad, voice-over of a TV commercial, or simply, a baseline for the brand. Can you identify the brand advertised?
  1. `For hands-free comfort'



  2. `Iske saath muffler free de rahe hain na?'



  3. `Kabhi health, kabhi fun'



  4. `Sell things to buy things you really need. Log on to ____'



  5. `dekhte dekhte do lakh'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Name Japan's largest cellphone operator which is expected to be the first in the world to commercially roll-out 3G network services ?

    • Sony
    • NTT DoCoMo
    • Nippo AT&T
    • Koshika



  2. Max Factor introduced a perfume brand in the 1980s branded `Magic Beat'. Which celebrity endorsed the brand?

    • Michael Jackson
    • Sharon Stone
    • Uri Geller
    • Jackie Collins



  3. Which tyre brand proclaims its product superiority in its advertising with the USP of `Donuts - the revolutionary tyre technology'?

    • CEAT
    • Goodyear
    • Bridgestone
    • Apollo



  4. Which Web site's name is reportedly derived from a race of people in the novel Gullivers Travels?

    • Inktomi.com
    • Rediff.com
    • Google.com
    • Yahoo.com



  5. Which new phrase first introduced in 1979, came into common language after the successful 1983 Jack Mingo's book, *The Complete ____ ____ handbook?

    • Computer Nerd
    • Couch Potato
    • World Wide Web
    • Computer Hack



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