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. In the shampoo category, Bee & Gee has four different brands, each targeted toward a different consumer segment, but available in the same geographic markets.

A channel, or medium, is used to deliver the message to the target audience. A variety of channel factors affect the extent to which the message influences receivers' behavior. Channel factors to consider include personal versus nonpersonal nature of the channel, qualitative differences across channel types, the context and environment of a channel, and clutter in the channel.

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

The four brands in Bee & Gee's shampoo category are Fansheen, Hair & Neck, Herb Essentials, and Brilette. Each of these shampoo brands targets different consumer segments, and they have varied brand histories. The brand managers of these four brands are contemplating advertising channel (or media) choice for the next fiscal year. A brief description of the four brands is provided in the following paragraphs.

Fansheen is the oldest of the four brands in Bee & Gee's shampoo category. It is an established, mature brand, targeted primarily toward women, aged 30-60, whose primary concern is nourishment and healthy hair. Past ads for Fansheen used traditional broadcast media and were aimed as reminder ads for this mature brand.

Hair & Neck is an anti-dandruff shampoo updated at least once a year with breakthroughs in technology. Past ads for Hair & Neck used demonstrations and highlighted technical/medical superiority of the product.

Herb Essentials is a shampoo targeted at teenagers and young adults. Past ads for this brand relied on catchy music and colorful graphics to grab the attention of its target audience.

Brilette is a shampoo targeted at males, ages 24-45, and is the newest brand in Bee & Gee's portfolio. The aim for this brand is to increase consumers' knowledge about this brand with detailed information about how it tailors its ingredients for men's hair.

Each of the four brand managers helped design new ads for their respective brand. Which of the following new ads would be least affected by clutter during a prime-time telecast on television?

• a) None of the answers are correct, as all would be affected substantially by clutter.

• b) the new Herb Essentials ad, which uses a series of user testimonials as part of the ad

• c) the new Fansheen ad, which, like its rivals ad, shows damaged hair transformed into nourished hair

• d) the new Hair & Neck ad, which uses a celebrity endorser

• e) the new Brilette ad, which uses a 15-second version of an old 30-second ad