QUIZ BOOK Saurabh Aggarwal

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F-2/16, Ansari road, Daryaganj, New Delhi-110002  23240026, 23240027 • Fax: 011-23240028 Email: [email protected] • Website: www.vspublishers.com Regional Office : Hyderabad 5-1-707/1, Brij Bhawan (Beside Central Bank of India Lane) Bank Street, Koti, Hyderabad - 500 095  040-24737290 E-mail: [email protected] Branch Office : Mumbai Jaywant Industrial Estate, 1st Floor–108, Tardeo Road Opposite Sobo Central Mall, Mumbai – 400 034  022-23510736 E-mail: [email protected]

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DISCLAIMER While every attempt has been made to provide accurate and timely information in this book, neither the author nor the publisher assumes any responsibility for errors, unintended omissions or commissions detected therein. The author and publisher make no representation or warranty with respect to the comprehensiveness or completeness of the contents provided. All matters included have been simplified under professional guidance for general information only without any warranty for applicability on an individual. Any mention of an organization or a website in the book by way of citation or as a source of additional information doesn’t imply the endorsement of the content either by the author or the publisher. It is possible that websites cited may have changed or removed between the time of editing and publishing the book. Results from using the expert opinion in this book will be totally dependent on individual circumstances and factors beyond the control of the author and the publisher. It makes sense to elicit advice from well informed sources before implementing the ideas given in the book. The reader assumes full responsibility for the consequences arising out from reading this book. For proper guidance, it is advisable to read the book under the watchful eyes of parents/guardian. The purchaser of this book assumes all responsibility for the use of given materials and information. The copyright of the entire content of this book rests with the author/publisher. Any infringement/ transmission of the cover design, text or illustrations, in any form, by any means, by any entity will invite legal action and be responsible for consequences thereon.

Printed at : Param Offsetters, Okhla, New Delhi–110020

To Varun, my best friend and quizzing partner.

Contents Preface ............................................................................................... 7 Section I - Questions ......................................................................... 8 Advertising Saga I ......................................................................... 9 Advertising Saga II ...................................................................... 13 Auto Expo I ................................................................................ 17 Auto Expo II .............................................................................. 21 Back to B – School ..................................................................... 25 Banking Conclave ...................................................................... 29 Big Bosses ................................................................................... 32 Brand Logos ............................................................................... 36 Book Fair .................................................................................... 40 Brand India ................................................................................ 44 Financial World .......................................................................... 48 Games People Play ...................................................................... 51 Geeks & Gizmos ........................................................................ 55 Liquor and Liquer I .................................................................... 59 Liquor and Liquer II ................................................................... 63 Masthead ................................................................................... 66 Quality Control ......................................................................... 70 Quench Your Thirst: The World of Beverages ............................. 74 Quote Unquote .......................................................................... 78 The Fast Movers: FMCG ........................................................... 81 The Glossy World ...................................................................... 85 You Deserve a Break Today ......................................................... 88 Section II - Questions ..................................................................... 91 Potpourri I ................................................................................. 92 Potpourri II ................................................................................ 95 Potpourri III ............................................................................... 98 Potpourri IV ............................................................................ 101 Potpourri V .............................................................................. 104 Potpourri VI ............................................................................. 108 Potpourri VII ............................................................................ 112 Potpourri VIII .......................................................................... 116

Section III - Who am I? .................................................................. 120 Who am I?– Brands & Companies ........................................... 121 Who am I? – People ................................................................. 128 Section IV - Picture Perfect ............................................................ 135 Connect The Dots ................................................................... 136 For Your Eyes Only ................................................................... 152 Section V - Questions ..................................................................... 156 All about Reports: Consulting .................................................. 157 Apparel Companies ................................................................... 160 Celebrities in Business .............................................................. 163 Fountainhead: Origin of Terms ................................................. 166 High Street Fashion .................................................................. 169 It’s all about Money .................................................................. 172 Management Gurus ................................................................. 175 Newsmakers for Wrong Reasons ............................................... 178 Retail Revolution ...................................................................... 181 Sports Goods Manufacturers ..................................................... 183 Textiles and Apparels ................................................................. 186 Thank you for Smoking ........................................................... 189 Section VI - Crosswords ................................................................. 193 Crossword 1 ............................................................................ 194 Crossword 2 ............................................................................ 196 Crossword 3 ............................................................................ 198 Crossword 4 ............................................................................ 200 Crossword 5 ............................................................................ 202 Section VII - Questions from Popular Business Quizzes ............... 209 Brand Equity ............................................................................ 210 Tata Crucible ............................................................................ 215 Section VIII - Facts ....................................................................... 221 Firsties First .............................................................................. 222 Logos & Famous Brands ........................................................... 224 Tata World ................................................................................ 238 Terminology ............................................................................. 241 Top 100 Advertising Campaigns of the Century ....................... 246

Preface It has been quite a fun preparing questions for this book. Doing crazy things like pulling over to the kerb suddenly, just to make a note of a hoarding, noting something from the menu card of a restaurant, scribbling little facts from a book you are browsing through at a bookshop to frame different questions for the book.... ‘Why is this book different’ might sound a cliché while reading the preface. If I may say so, it is different from other business quiz books available in the market in the sense that it tries to emulate the framing and variety of questions asked in business quizzes these days. Most of the questions in this book are workable ones and do not require any rote learning. Awareness about one’s environment and an open mind are just sufficient to answer the questions. The length of some questions may be intimidating at some time but they have been designed in such a manner deliberately so that they are informative as well. Although there is no dearth of resources like blogs and websites available these days but a compendium that has the best of the lot is the need of the hour. It will serve as a stepping stone for people who have started business quizzing and a delight for people who are stalwarts in the business quizzing arena. Keep your eyes and ears open, and keep a tab on trivia. Look beyond the obvious. Happy Biz Quizzing!! –Saurabh Aggarwal

Section I Questions

Advertising Saga I Questions 1.

2.

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5.

Name the British-Indian novelist and essayist who is credited with the campaigns for Aero chocolate bars (‘Irresistabubble’) and the Daily Mirror newspaper (‘Look into the Mirror tomorrow—you’ll like what you see’). In 1932, he started selling Aga cooking stoves door-to-door. His success at this marked him out to his employer, who asked him to write an instruction manual ‘The Theory and Practice of Selling the AGA cooker’ for the other salesmen. Fortune magazine editors called it the finest sales instruction manual ever written. Identify the salesman. Identify the pioneer of British advertising and the chairman of Benson who was behind slogans such as “Guinness is Good for You”. He was also a founder member of the board of governors of the Cutty Sark. She has been a traffic-stopper since 1967. Her wit, her sharp sense of humor and her unique style of analyzing current affairs have always been a subject of fascination. Towering over at all prominent landmarks of all major Indian cities, she has been attracting more eyeballs than even Bollywood bombshells. And at over 40, she continues to be envied by even the best in the industry. Who has been described? Oliviero Toscani (an Italian photographer) is best-known worldwide for designing controversial advertising campaigns for which brand from 1982 to 2000? “Give people a taste of Old Crow and tell them it’s Old Crow. Then give them another taste of Old Crow, but tell them it is Jack Daniel’s. Ask them which they prefer. They’ll think the two drinks are quite different. They are tasting images.” - David Ogilvy

6.

While working as an art director and designer in the Calcutta office of the ad agency D. J. Keymer, he read one of the best novels of

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7.

Bibhuti Bhushan Bandopadhyay. Later, based on that novel, he produced and directed a film of the same name (as that of novel) that became a milestone in Indian cinema. Identify the person being talked about in the question. This company ran an advertising campaign in the early 1970s, simply showing a hand using this company’s product to write the following ‘mathematical’ formula on a piece of paper: v (3.5G  ) 2  3(360°)  M 4( H 2O )3

The result was that they received numerous inquiries by chemists, mathematicians, and physicists, asking for the meaning of the formula, as they could not figure it out. The formula is actually a humorous representation for the recipe of a martini. Apparently the campaign received one very critical letter asking “Who ever heard of a martini without an olive?” Which company ran the above campaign? Cadbury launched a new in-house production company called “A Glass And A Half Full Productions” in 2007. It was responsible for an advertising campaign entitled Gorilla which was premièred during the season finale of ‘Big Brother’ 2007.

8. 9. 10.

11. 12.

Which company developed the “Army Strong” campaign for the United States Army? It is a subsidiary of the Interpublic Group of Companies. Which American businessman is often considered to be the founder of modern advertising? He is also known as a former owner of the Chicago Cubs baseball team. He began working as a journalist, but left to work as a salesman so that it was easier for him to support his wife. He discovered advertising while working as a salesman, and began working with ad firm F Wallis Armstrong in 1916. He co-founded his own firm in 1923. He pioneered the systematic study of consumer preferences. His credo was “resist the usual”. Name the person. What portmanteau term is used to describe a newspaper or magazine ad resembling editorial in style and layout? In September 1938, Harry Oppenheimer travelled from Johannesburg to New York City, to meet the president of N. W. Ayer. An N. W. Ayer copywriter came up with a caption which was scrawled on the bottom of a picture of two young lovers on a honeymoon. What was the caption? The caption was adapted by Ian Fleming as the title of his 1956 work, which also went on to become a movie.

Advertising Saga I

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He was born in Calcutta and moved to Paris in 1973. His successful work on Amnesty International was a turning point in his career. Following his dreams, he quit advertising and started his own design company, Shining Strategic Design. Who has been described? The world’s first television advertisement was aired on July 1, 1941 on New York’s WNBT-TV. The 10-second ad for Bulova clocks and watches displayed a picture of a clock superimposed on a map of the United States accompanied by the voice-over “America runs on Bulova time.”

14.

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17.

18.

19. 20.

Founded in 1982 in Oregon, it is an independently owned American advertising agency best known for its work for Nike. They also designed the Lance Armstrong’s Livestrong yellow bracelet campaign to raise funds for cancer research. Name the agency. Founded in Chicago in 1873, the agency was called Lord & Thomas until 1942, when Albert Lasker sold the firm to its three top managers – Emerson Foote in New York, Fairfax Cone in Chicago and Don Belding in California. Name the ad agency. Which multinational advertising and communications company derives its name from a combination of the French word for advertising and the sound of the French ‘six’ to denote the year of the company’s formation? It was started in 1926 by the founder of modern French advertising – Marcel Bleustein Blanchet. According to David Ogilvy, there can be three types of brand names : (a) Names of men and women e.g. Ford, Campbell. These are memorable, difficult to copy and human. (b) Descriptive names like 3-In-One Oil, Janitor in a Drum. Such names start with sales appeal, but struggle with brand extensions. Identify the third one. He worked as a journalist before starting work as a copywriter in 1917. In 1935, he founded his own agency. His philosophy was to create an image around the product, and to capture what he called the “inherent drama” of the brand. The Marlboro man was one of his most famous creations. Who? Which agency was behind the historic campaign against the British Labour party, which was instrumental in Margaret Thatcher’s election in 1980? He was a legendary figure in the history of American advertising and directed ad campaigns such as “Think Small” for Volkswagen Beetle and “We Try Harder” for Avis Car Rental. Who is he?

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Answers 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Salman Rushdie David Ogilvy Bobby Bevan Amul Girl United Colors of Benetton Satyajit Ray; the novel was Pather Panchali Parker Pen Company McCann Erickson Albert Davis Lasker Raymond Rubicam Advertorial A Diamond Is Forever; Harry Oppenheimer was the son of the founder of De Beers. Shombit Sen Gupta Wieden+Kennedy FCB (Foote, Cone, & Belding) Publicis. French word for advertising is ‘publicité’ Meaningless names like Kodak or Kotex. He warns that these take years and many millions of dollars to endow with sales appeal. Leo Burnett Saatchi & Saatchi William (Bill) Bernbach

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Advertising Saga II Questions 1. 2.

3.

4.

5.

The red apples placed on every receptionist’s desk, an icon of a ‘hand reaching for the stars’ and a ‘black pencil’. What do these signify? This company was founded by brothers Maurice and Charles in 1970. They were noted for their campaign “Labor isn’t working” on behalf of the Conservative Party before the 1979 UK general election. Which company was founded by the two brothers? In 1953, Baskin-Robbins hired Carson-Roberts Advertising who recommended adoption of the famous “31” logo, the “31 flavors” strategy, as well as the pink (cherry) and brown (chocolate) polka dots and typeface that were reminiscent of the circus. What did Carson-Roberts Advertising eventually become? What was created by the Leo Burnett advertising agency’s copywriter, Rudy Perz, as he was sitting in his kitchen in 1965, under pressure to create an advertising campaign? It was originally drawn by Martin Nodell and brought to life using stop motion clay animation. The company was called Wire and Plastic Products, a maker of supermarket baskets. Its main attraction was that it was listed and could be acquired for less than a million pounds in 1985. The new owner made 15 acquisitions in 2 years launching the platform for a services giant that now encompasses some 250 companies. Name the person who acquired the company in 1985. Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850.

6. 7.

Which advertising icon was named the second most popular American woman in 1945 by Fortune magazine? A group of Clydesdale horses are used for promotions and commercials by which brewing company?

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10. 11.

12.

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Which Paris-based design studio was hired to craft a new logo and corporate slogan for Britannia Industries Limited? Which advertising agency was founded by a mining engineer – Ravi Gupta and its name is a derivative of a Sanskrit word that means three forms symbolizing – Creative, Marketing and Media? Name the American advertising personality whose most typical ad is probably that for Anacin, a headache medicine. After failing the first year of college, he ran away from home, and at 18, took up a job as a crop-sprayer across rural India. He founded an ad agency and also co-founded India’s first private TV channel. In 1999, he sold the agency to the $5 billion Publicis Groupe, continuing as adviser for its Indian mergers and acquisitions. Name him. The man who appeared in the ad was Baron George Wrangell, who was a Russian aristocrat with 20/20 vision, but the advertisement’s creator, David Ogilvy, was inspired by a picture of Lewis Douglas, who had lost an eye in a fishing accident. Which company’s ad has been described? The term “Energizer Bunny” has entered the vernacular as a term for anything that continues indefatigably. Several U.S. presidential candidates have compared themselves to the bunny, including President George H. W. Bush in 1992 and Howard Dean in 2000.

13. 14. 15. 16. 17.

Identify this male advertising model who wrote two bestsellers (one of them was titled ‘Passport to Power’) and was the wardrobe advisor to George W Bush (Senior). Which company was originally founded by William James Carlton in 1864? Which ad agency was founded by Hoshiro Mitsunga as Japan Advertising Limited and Telegraphic Service Co.? He was a pioneer in the business of advertising. Under his leadership, JWT became a leader, not only in print advertising, but also in radio advertising and programming. Identify him. He dropped out of Oxford, and worked as a chef and a salesman. He began his career in advertising at the age of 38, and went on to cofound his company. He attained legendary status, primarily due the iconic campaigns he created for Dove, Rolls Royce, Hathway shirts etc. Who?

Advertising Saga II

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Which company introduced the slogan ‘Come alive! You’re in the Pepsi Generation’ in 1963? It is the first time a product is identified not by its own attributes but by its consumers’ lifestyles and attitudes. Hammermill Paper Company is their oldest client. Kirloskar Group once owned an industrial advertising company called Pratibha Advertising headed by Geetanjali Kirloskar.

19.

20.

In the years following World War II, advertising executive Leo Burnett was looking for a new image to reinvent the brand. Burnett’s inspiration for this icon came in 1949 from an issue of LIFE magazine, where the photograph (shot by Leonard McCombe) and story of Texas cowboy Clarence Hailey Long caught his attention. Which icon was created by Leo Burnett? Name the ad agency behind the ‘Lalitaji’ campaign.