Article excerpted from ‘Hiring monkeys’, published in the November-December 2015 edition of Aurora.
Again, Great Britain wins with sheer wonkiness. Did you know that until 1960 or so the metric system was not fully standardized? I get calls all the time from people asking “what thread is this?” Plus, fifty year old bikes often have substituted bolts that changes everything. This little gadget measures the number of threads per inch so I can select the correct part. Very early Japanese bikes had metric diameter bolts with threads still measured in TPI (Threads Per Inch). The reason is unknown, but probably involves World War II. Italy is also entertaining with metric hardware. A 1974 Ducati project I have is currently stalled while I source 14MM bolts with 30 threads per centimeter. Why? It only holds the foot peg, that’s all. Do I drill out an irreplaceable part and change to an available thread, or search for the unobtainable originals? A thread pitch gauge reveals all these little factory secrets. It also works for scratching the itch on the back of your neck.
Notwithstanding this hypocrisy, it rankles greatly that advertisers based in Pakistan continue to use Mumbai-based facilities and faces to delude consumers.
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The last episode’s photograph was of Mr Jinnah reading Dawn on his 71st birthday; the detailed caption below it included the lines: “Never in his career has Mr Jinnah ever endorsed what today we would consider to be a ‘product’ or ‘brand’. And yet, at the behest of his colleagues, he picks up the copy of Dawn at his side and agrees to be photographed reading it…”
Having sent his team off to read a book, watch a film or go to an art show, Jabbar would then encourage them to write reviews on their perceptions – and always ready to go through their efforts line by line, helping them hone their skills.
There have been ongoing negotiations between APNS and the government to rectify this situation; the APNS is asking that the government increase the share of the pie by fixing its advertising spend at two percent of the cumulative development budget and that the budget allocation between media should follow a 50-40-10 proportion for electronic, print and digital respectively, as is the norm in countries such as India.
As time passed, the celebrity singer-songwriter trend continued with commercial cameos from Ali Azmat, Ali Zafar, Strings, and so on, catalysing their journey to fame and solidifying the bond between music and commercial advertising.
The phrase ‘Jahan Khwab, Wahan HBL’ was coined to reflect the brand promise of enabling dreams. Over the last 10 years, HBL launched a series of corporate campaigns, which helped it gain the highest brand equity score in the industry, and made it a household name in Pakistan.
“The early adopters in this country are now on their second or third programs [with friction-drilling screws],” says Jim Graham, president of Weber Screwdriving Systems Inc. “In Europe, the technology has been on solid footing with automotive OEMs since 2002.”
The company thus ensured that the data collectors were well-trained, but it was also important to guarantee that the sample selection was scientifically done and representative of the universe under study and that the questionnaires were designed in a way to make sure they asked the right questions to get the right answers.
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