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Brand Quest      (September 28, 2000)

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I. Headlines

Check your knowledge of some well known international advertising headlines. (4 pts each)

  1. What was advertised with the famous baseline: `Don't leave home without it!'?

  2. What was the famous advertising line of Braniff Airways created by George Lois, which subsequently became a catchphrase for an entire generation in the US?

  3. `You are in a beauty contest every day in your life', was the famous adline for a brand of toilet soap. Name the brand.

  4. Complete the brand in the following adline: `_____ refreshes the parts other beers cannot reach'.

  5. What brand mirrored the social change of a whole generation in the 1960s with the famous adline: `You've come a long way baby!'?


The sociologist Marshall McLuhan once wrote: ``Historians and archaeologists will one day discover that the ads of our time are the richest and most faithful reflections that any society ever made of its entire range of activities.'' In many categories with undifferentiated products, the advertising and the imagery hold the key to the consumer choice. Match the following brands of lap-top computers with the company that markets them. (1 pt each)

    1. Powerbook                a. Toshiba
    2. Think Pad                b. Apple
    3. Armada                   c. Hewlett Packard
    4. Tecra                    d. Compaq
    5. Omni                     e. IBM


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. `Kills 92 per cent of the germs that cause bad breath'

  2. `Ever seen a squirrel with dentures?'

  3. `I persist therefore I prevail. 24 hours a day, 7 days a week'

  4. `Thodi, thodi baaree, thodi, thodi halkee, apnaale kushi har palke'

  5. ` ____ presents the watch of the future and the future of the watch'


Select the right answer. (2 pts each)
  1. Which famous personality featured in the top slot in the recent Fortune magazine list of `40 Richest Americans' under the age of 40?

    • Tiger Woods
    • Michael Jordan
    • Michael Dell
    • Bill Gates

  2. Which famous brand was launched in 1888, with the advertising line: `You press the button, we do the rest'?

    • Sony Radios
    • Kodak cameras
    • GE Phones
    • Ford cars

  3. Palm Inc, which is the world's largest maker of hand-held electronic organisers is a spin-off of which famous company?

    • Casio
    • 3Com
    • Apple
    • Microsoft

  4. Which company has recently launched the Elizabeth Arden range of cosmetics in India?

    • Hindustan Lever
    • Procter & Gamble
    • L'Oreal
    • Baccarose

  5. Which car is advertised in India with the headline: `Probably the safest car in the country'?

    • Ford Ikon
    • Daewoo Matiz
    • Ambassador
    • Fiat Siena

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