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Brand Quest      (July 27, 2000)

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I. Dotcom

Log in and check out how much you know about dotcoms. (4 pts each)

  1. Which internationally famous search engine, recently launched in India has a dog as its symbol?

  2. A famous B2B Web site for global trade founded in China by a Jack Ma is making waves, and was featured recently on the cover of Forbes magazine. Name this site which draws its name from the Arabian Nights.

  3. What does ZD stand for in the name of the popular technology site

  4. What is the service launched by Hughes Systems aimed at enabling banner advertising on Web sites called?

  5. What is the online magazine published by Microsoft called?


Jules Henry wrote in 1963 on the impact of advertising on children: ``If advertising has invaded the judgment of children, it has also forced its way into the family, an insolent usurper of parental function, degrading parents to mere intermediaries between their children and the market. This indeed is a social revolution in our time!'' Check out the following fruit beverage brands and match them with the companies that own/market them. (1 pt each)

    1. `Life'         a. Coca-Cola
    2. `Noga'         b. Parle Agro
    3. `Real'         c. Enkay Texofoods
    4. `Frooti'       d. Dabur foods
    5. `Maaza'        e. Maharashtra Agro


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. `An e-mail so advanced, it answers your mail even while you're away'

  2. `Mummy ise na nahin kahegi'

  3. `Simplify life. Just follow the Sun'

  4. `Scientific studies say a mosquito draws blood for only 2 hours a night. Could it be from 6 pm to 8 pm, midnight to 2am, or 4am to 6 am?'

  5. `A car is a car is a car, unless it's a MAV'


Select the right answer. (2 pts each)
  1. Saatchi & Saatchi recently resigned its key account of Hyundai cars. Which new car account has it gained since then?

    • Daewoo Nexia
    • Tata Indica
    • Maruti Wagon R
    • Toyota Qualis

  2. Which company has launched an online trading site under the innovative name to indicate its .05 per cent commission?


  3. Which book opened up the market for management books in the 1980s by selling more than five million copies and started a new era in management book publishing?

    • Positioning by Al Ries and Jack Trout
    • Competitive Strategy by Michael Porter
    • Management by Peter Drucker
    • In Search of Excellence by Tom Peters and Bob Waterman

  4. Which brand has recently launched the `Generation W' baseline in India, in celebration of women?

    • Aviance cosmetics
    • Impulse deodorants
    • Femina
    • Society

  5. What is the name of the Bengali channel recently launched by Rathikant Basu's BroadCast Worldwide?

    • Sitara
    • Tara
    • Aankhen
    • Mishti

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