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Brand Quest      (November 16, 2000)

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I. The Business Bestsellers

Check out your knowledge on famous books on the world of advertising and marketing: (4 points each)

  1. 1. What is the title of the famous book sub-titled Overturning Conventions and Shaking up the Marketplace by Jean-Marie Dru, founder of the ad agency BDDP, now taken over by TBWA ?

  2. 2. What is the famous follow-up book, subtitled A Silicon Valley Story by Michael Lewis following two of his earlier successful books Liars Poker and Trail Fever ?

  3. 3. And still on the Silicon Valley, what book on the Silicon Valley which has hit the bestseller list worldwide is written by Po Bronson ?

  4. 4. Well-known as the usability expert in Web design, his recent book, Designing Web Usability is an authority on simple Web design for improved readability. Name the author.

  5. 5. What is the theme of the bestselling business book by Emanuel Rosen titled Anatomy of Buzz ?


Winston Churchill once said, ``Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production.'' The magnitude of advertising spend on flat televisions in the country, a category out of reach of almost all Indian households, has always intrigued me but then maybe it makes the brand aspirational even if that product doesn't sell !! Check the following brands of flat televisions' sub-brands and match them with the companies that market them in India. (1 point each)

    1.  Sony                        a.  Matrix
    2.  Samsung                     b.  Tau
    3.  BPL                         c.  Technology Next
    4.  Panasonic                   d.  Plano
    5.  Videocon                    e.  Wega


Following are words picked out of the body copy of a print ad, voiceover of a TV Commercial, or simply, a baseline for the brand. Can you identify the brand advertised. (3 points each)
  1. 1. Our kind of person. Your kind of bank

  2. 2. A special occasion called life. Celebrate it with ____ . Since 1925

  3. 3. She wouldn't hurt a fly. But she made six strong men lose their jobs

  4. 4. Powerful as it is, your Web site still can't load a truck

  5. 5. Unfortunately, network security problems show more on your face, than on your network


Select the right answer ( 2 points each)
  1. 1. With which company did Benckiser merge in 1999 to create the world's No.1 household cleaning products ?

    • Unilever
    • Reckitt & Colman
    • Parke Davis
    • Colgate Palmolive

  2. 2. Which Indian media group, producer of the current popular news programme, Aaj Tak, on Doordarshan, is planning to soon launch a full-fledged TV news channel?

    • The Times of India
    • Ananda Bazaar Patrika
    • India Today
    • Mid-Day

  3. 3. What famous computer company announced its plans to take over the consulting company PricewaterhouseCoopers, though it called off its plans later ?

    • Compaq
    • Hewlett Packard
    • IBM
    • Microsoft

  4. 4. What famous security application service provider launched in 1998 has excelled in a business model of selling its anti-virus packages one-time and selling updates exclusively on the Net ?

    • Norton
    • F-Secure
    • Dr.Solomon
    • McAfee

  5. 5. Which company CEO recently rechristened Chief Software Architect released a futuristic Tablet computer, a cross between a palmtop and a laptop computer to be launched in the market in 2002?

    • Andy Grove
    • Larry Ellison
    • Bill Gates
    • Steve Jobs

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