Bee & Gee is a multi-product, multi-brand, packaged goods company with a significant presence in the personal care and grooming category. Within each product category, it has numerous brands that sometimes compete with each other in the same geographical markets. Bee & Gee has four different shampoo brands that it markets to consumers in multiple countries. In the U.S. market, for example, all four of Bee & Gee's shampoo brands can be found on supermarket shelves.

The advertising for each of Bee & Gee's four shampoo brands is handled by a different advertising agency. The four brand managers who manage the shampoo brands report to the Hair Care category manager at Bee & Gee, Julia Apple. At the end of every summer, Julia Apple sits in on the fall campaign presentations of each of the four shampoo brands. In this meeting, each advertising agency presents the campaign they developed for their client brand to the brand manager for that brand and to Julia Apple. This past summer, Julia Apple attended each of the four campaign presentation meetings and was thinking about the commercials presented for each of the four shampoo brands.

CONCEPT REVIEW:
Once the specific advertising appeal that will be used as the basis for the advertising message has been determined, the creative specialist or team begins its execution. Creative execution is the way an advertising appeal is presented. While it is obviously important for an ad to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is executed is also important.

Read the report below, which provides a summary of the campaign presentations for the four brands in the shampoo category at Bee & Gee, and answer the questions that follow.

The four brands in Bee & Gee's shampoo category are Fansheen, Hair & Neck, Herb Essentials, and Brilette. Each of these shampoo brands target different consumer segments, and have varied brand histories. A summary of the campaign strategy meetings of the four brands is provided in the following paragraphs.

Fansheen is the oldest of the four brands in Bee & Gee's shampoo category. The advertising agency's commercial for the fall campaign starts off with a consumer expressing her frustration with dull and damaged hair. In the next shot, micro beads from Fansheen shampoo are shown penetrating the hair and strengthening the roots, while nourishing the hair right through till the end of each hair follicle. The next shot shows a smiling face of the consumer after Fansheen nourished her hair to make it strong and beautiful. The final shot of the commercial states the three most important benefits of using Fansheen stronger, nourished and shiny hair.

Hair & Neck is the most popular anti-dandruff shampoo in the market. The agency's commercial showed a consumer wanting to share the secret behind his smile. The consumer reveals that he is wearing his favorite black suit after a very long time, and the reason for not wearing it more often was dandruff that showed on the suit. The reason for his confidence in wearing the black suit was Hair & Neck. The ad then cuts into a close up of the hair and scalp and a visual display of how the powerful agent in Hair & Neck, zinc pyrithione, fights all five symptoms of dandruff. During this campaign presentation, the agency also showed some leaked campaign shots of a rival brand, Sun & Moon. A new market entrant in the anti-dandruff shampoo market, Sun & Moon (competing against Hair & Neck), launched a massive advertising campaign featuring a stylish, well-liked celebrity in an animated form (using a modern technique called rotoscoping) as their spokesperson. The company wanted this celebrity to become synonymous with Sun & Moon so that the brand can gain instant recognition. A series of four different ads showed this animated celebrity in everyday situations where Sun & Moon helped avoid embarrassment.

Herb Essentials is a shampoo targeted at teenagers and young adults. The commercial showed a period story with a prince who sets out to find a cure for an unconscious princess. When he returns with various herbs that do not work, a second suitor, a young Robin Hood like figure, takes up the challenge to revive the princess. He pulls out a bottle of Herb Essentials from his satchel and reads a piece of nonsense verse while pretending to cast a spell on the princess. The princess, smelling Herb Essentials, wakes up refreshed, and winks knowingly at him.

Brilette is a shampoo targeted at males, ages 24-45. The agency's commercial shows a consumer cementing on how much he loves using Brilette and the fact that his girlfriend is pleased now that he does not use her shampoo any longer. He explains how finding a shampoo exclusively made for men was a rarity, and the dilemma it put him in when having to use his girl friend's fruity smelling shampoo. His problem is now solved by Brilette which makes him confident and satisfied.

Which of the followirg combination of exeoution techiques was used in the commercial for Farts hem?? Straight Sell and Comparis on Sloe-of-fife and Animation Scient if Ev idence and Straight Sell Straight Sell and Demonstr ation Straight Sell and Animation QUESTION 2 Which of the following combirnation of execution techiques was used in the corrmercal for Har Ned ? Straight Sell and Comparb on Slice-of-lie and Tes timonial Arimation and Straight Sel Imagery and Arimation Testimonial and Demors tration QUESTION 3 Which of the following combination of execution techniques was used h the commercial for Brilitte? Dramotizat ion and Tes timorial Demons tration and Animation Imagery and Slioe-of-Me Testimonial and Slice of-lf e Slion-of-ife and Dramat isation QUE5TION 4 Which of the folowing combination of execution techniques was used in the commercial for. Herb Ess entiab? Humor and Tes timonial Slice-af-ife and Tes timonial Slice-of-life and Compar ison Dramatezation and Humor Straight Sell and Dramat iestion QUESTION 5 Which of the following combination of exeoufion tectniques do you think was being us ed in the leak ed commer cial for Sun 5 Moon? Porsonaity Symbal and Stioe-of-ife Imagery and Slice-of-ife Dramateation and Straight Sell Dramatiention and Humor Arimation end Humor