Founded in 1948 as a not for profit, voluntary
organization, its membership today includes
411 Publishers of national and regional
importance, 151 Advertising Agencies, 51
Advertisers & 20 New Agencies and
Associations connected with print media and
What are we talking about?
David Ogilvy ran through no less than 18
ideas for this iconic campaign, till it
fructified. Brian Wrangell who was the
model, had good looks, but a tendency to
sway in front of the camera and had to
literally be strapped to an iron pipe for the
shot. The campaign created a buzz with
consumers wondering whether the person
was portrayed so because of an assassination
attempt, or a brawl etc. Sales of the brand
Name this iconic campaign and the brand
This landmark paper was published in the
Harvard Business Review in 1960 by
Theodore Levitt and had a two-word title
referring to “focusing on products rather
than on customers". The second word was
till then more in use as a medical term to
describe a refractive defect.
What’s the two-word phrase?
1. It is better to be first than it is to be
2. If you can't be first in a category, set up a
new category you can be first in.
3. It is better to be first in the mind than to
be first in the marketplace.
4. Marketing is not a battle of products, it's
a battle of perceptions.
There were 22 such ‘laws’. What word,
meaning unchangeable was used to
describe these in a 1993 book?
An early use of the exact term is attributed to
the author Arnold Lobel in his story titled "The
Letter" in the 1970 book Frog and Toad are
Friends, in which Frog gave a letter to be
delivered to Toad which took four days to
deliver. Similarly, in the 1981 animated
feature, Strawberry Shortcake in Big Apple
City, the phrase was used as a rhyming joke to
describe this; Strawberry receives her letter
three weeks late because, as the character
admits: “____ ___, she is slow".
Chairman of one of India’s most valuable drug
makers, and one of the largest Indian companies in
the US generic market, he founded the company
in 1983. He has been named as the Ernst & Young
Entrepreneur Of The Year 2010.He is also the eighth
richest Indian in the world (as per Forbes 2009)
Identify the person and the company
Time magazine came up with the Person of the
Century in 1999, and awarded it to Albert Einstein,
with Gandhi and FDR being runners-up. However,
there was a lot of debate on whether another
person should be considered for this. The argument
was based on Time's criterion that the person
chosen should have the greatest impact on this
century. But, they finally rejected this argument.
Who was the other person in contention ?
Alwin C ____ was born in Cleveland, USA. After 23
leaving school he worked as a bookkeeper. Then, in
1903, he and his brother Theodore started a small
public accounting firm.
Arthur ___ was born in Glasgow, Scotland. He
graduated in law, but became interested in banking
and investment. In 1890, he moved to the US to
pursue his career in accounting.
They never met in life, but died within days of each
other in 1948. However their philosophies lived on
and, in 1989, were brought together when the firms
they started combined to create _________.
Fill in the blanks
They are designed not to have a white margin
around the image – they ‘____' off the page. you
create them by going about 1/8th inch outside your
margins so when they trim the pages, you get a full
page ‘____'. This is a technique used in all types of
printed material, especially magazines.
What is being described?
This is the only word that comes to English from
the Dhivehi language – an Indo-Aryan language
spoken on these islands. Its first recorded
use in English was in 1625. In 1842, Charles Darwin
recognized its indigenous origin and coined this
word, in his book, The Structure and Distribution of
Coral Reefs. Also used in the tourism promotion
campaign of these islands – name the island and
Super Bowl XLV played in 2011 became the
most-watched American television program in
history, drawing an average audience of 111 million
viewers and taking over the spot held by the
previous year's Super Bowl. Last year’s Super Bowl
overtook an 27-year old record held by the last
episode of an iconic TV series.
Which TV series?
This family from Scotland lived in Madras from as
far back as 1682, but it was John `Deaf' ____, who
arrived in 1797, who established the name in
business in 1799. Armenian Street in North Chennai
was their headquarters. They established their
business with the Carnatic Mill and the Buckingham
Mill in Chennai and became the best known makers
of khaki. Recently, a major film shooting
destination for Tamil movies in Chennai, they also
had factories in Bangalore.
Two reasons why this brand was named so in India.
One was because it was apparently composed of
50%+ single malt. The other was to commemorate
In which year was this brand launched in India?
1997, to commemorate 50 years of Indian
The acronym was coined by Jim O'Neill in a 2001
paper entitled "Building Better Global Economic
___s". The acronym has come into widespread use
as a symbol of the shift in global economic power
away from the developed economies towards the
The original set have now expanded by adding a
new country and in some sense, pluralizing the
Which acronym? Which is the new country?