Brand Quest      (January 20, 2000)

To get answer, point at the ANSWER icon

I. Role Models

1. With which famous ad agency would you associate the Brand Asset Valuator (BAV) which measures a brand on four parameters: differentiation, relevance, esteem and knowledge?
   
   

2. With which management consultancy would you associate the 7-S strategy framework consisting of Structure, Strategy, Systems, Shared Values, Skills, Style and Staff?
   
   

3. The Boston Consulting Group introduced the growth-share matrix in the early 1970s. What is the common terminology for the four quadrants of the famous BCG matrix?
   
   

4. One advertising model for assessing the role of feelings is the FCB Grid developed by ad agency Foote Cone Belding. What are the coordinates of the matrix?
   
   

5. What kind of plan would you associate with ad agency J. Walter Thompson or its Indian arm HTA?
   
   
   

II. Baseline Play

Jeff Bezos of Amazon.com once remarked: ``I wake up every morning terrified, not of the competition but of our customers.'' The Net bug has really caught on, with heavy ad outlays to attract potential online customers. Check out how memorable the baselines of these Web sites are. (1 pt each)

1. `India's most trusted website'                 a. Rediff.com
2. `Enrich yourself'                              b. India-today.com
3. `It's only going to get better'                c. Crisil.com
4. `India's favourite website'                    d. Satyam Online
5. `The difference between .com and .commonsense' e.Indiacar.com

III. Copy Test

1. `Taazgi mein tunn'
   
   
   

2. `Presenting the person who made us India's second largest car manufacturer. You'
   
   
   

3. `After conquering Haryana and Himachal, coming to Punjab from 16th Jan'
   
   
   

4. `What they don't teach you at Harvard Business School, you learn from a 7-foot long piece of wood'
   
   
   

5. `Touch & Try. You wouldn't get off too!'
   
   
   

IV. Take your Pick

Select the right answer. (2 pts each)

1. Which Indian personality has been chosen to be on the jury of the international advertising awards Clio 2000?
   1. Piyush Pandey
   2. Mike Khanna
   3. Shoba De
   4. Prahlad Kakkar
   
   

2. If Frito Lay offered Tazos, who offered Amazzos?
   1. Mattel
   2. Funskool
   3. Uncle Chipps
   4. Pepsi
   
   
   

3. What is the nostalgia and heritage being evoked by Coca-Cola in its latest campaign, currently running in the US?
   1. They are using Hollywood actors of the 1960s in their ads
   2. They have reintroduced the 1950s-style bottles with raised- glass embossing
   3. Santa Claus is featured in the cans in the 1930s style
   4. The 1960s ads are being run on TV
   
   

4. What, according to its baseline, is ``Used by men. Enjoyed by Women''?
   1. Axe deodorant
   2. Jockey underwear
   3. Kamasutra condoms
   4. Provogue shirts
   
   
   

5. How does the company `Ciba' derive its name?
   1. From the Latin word for `medicine'
   2. From the first letters of its founders Citron and Baskers
   3. From the first letters of the expansion `Chemical industrie of Basel'
   4. From a complex chemical formulation that was its first discovery