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Brand Quest | Business Line | The Hindu |

Brand Quest      (May 16, 2002)

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I. BUZZWORDS

Check your knowledge on some terms, acronyms and phrases related to the world of computers. (4 pts each)

  1. What is the Internet term used to describe information stored on a user's computer by a Web site so that the surfer's preferences are remembered for future requests?



  2. What derogatory term, used to describe companies that disappear overnight, derives from the ancient term of reproach for witches who flew away on a broom?



  3. With increasing computerisation, the popular Gregg system is fast disappearing. Just what is the Gregg system ?



  4. What, in computer jargon, is 'gigo'?



  5. In e-mail terminology, what are the full-forms of 'cc' and 'bcc'?



II. BASELINE PLAY

How distinctive and memorable are currently running advertising campaigns? Match the following brands with their baselines to find out. (1 pt each)

    1. 'Be a Freshetarian'                  a. Godrej
    2. 'World's best homemakers'            b. Videocon
    3. 'Life jum jaaye'                     c. LG
    4. 'Bring Home the Leader'              d. Samsung
    5. 'Mujhe kuch nahi ho sakta'           e. Whirlpool
    



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. 'You can recognise the master carftsman by his colour and detail. Not the Renoir, the ____'



  2. 'You could carry cash and get tied down. Or carry ____ and walk free'



  3. 'Uske bin jeena mushkil, uske bin tadpe dil'



  4. 'Now the safest place to keep Sachin's autograph is your garage'



  5. 'Tumhari mummy ki AC mein char-char filter hain? Timer hai? Uska bill hair dryer ke bill se kam aata hai?'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which company has recently taken over the Indian operations of the accounting firm Arthur Andersen?

    • Pricewaterhouse Coopers
    • SB Billimoria & Co.
    • Ernst & Young
    • Deloitte & Haskins



  2. Which corporate entity is the producer of the latest Bollywood movie Na tum jaano na hum?

    • Pantaloons
    • Zee Telefilms
    • BPL
    • ICICI



  3. What significance does the Chicago Office of the Home Insurance Company, built in 1883 by architect William Jenney, have in business and construction history?

    • Was the first building to have an elevator
    • Was the first skyscraper in history
    • Was the world's first solar powered building



  4. Which famous business group owns the Tantex brand of undergarments, which are particularly popular in South India?

    • TVS group
    • TTK group
    • UB group
    • Color Plus



  5. Which brand has launched the innovative 'Nomad' bottle packaging for carry-away bottles in the bottled beverages category?

    • Frooti
    • Evian mineral water
    • Sunfill orange juice
    • Pepsi Aha




Brand Quest | Business Line | The Hindu |
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