Information

Description 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 towards a different consumer segment, but available in the same geographic markets. Bee & Gee uses multiple full-service ad agencies (also called integrated marketing communication or IMC agencies) for its various brands. Each year, the brand managers of each individual brand at Bee & Gee review the audience measures for their brand's T.V. advertising.

CONCEPT REVIEW:

One of the most important considerations in T.V. advertising is the size and composition of the viewing audience. Audience measurement is critical to advertisers as well as to the networks and stations. Advertisers want to know the size and characteristics of the audience they are reaching when they purchase time on a particular program. And since the rates they pay are a function

of audience size advertisers want to be sure audience measurements are accurate

Read the report below which provides a summary of the TV ads for Bee & Gee's shampoo brands and answer the questions that follow.

The four brands in Bee & Gee's shampoo category are - Fansheen, Hair & Neck, Herb Essentials, and Brilette. The brand managers of these four brands are reviewing the current month's

audience measures for their brand's TV advertising

A

Fansheen is the oldest of the four brands in Bee & Gee's shampoo category. It is an established, mature brand, targeted primarily towards women, aged 30-60, whose primary concern is nourishment and healthy hair. Fansheen sponsors the popular Sunday night T.V. drama, Frantic Housewives.

Hair & Neck is an anti-dandruff shampoo updated at least once a year with breakthroughs in technology. Past ads for Hair & Neck appeared in different T.V. programs. However, during this

current vear. Hair & Neck ads were primanly on the hit talent show. US Idol

Herb Essentials is a shampoo targeted at teenagers and young adults. Given its target audience, ads for Herb Essentials were broadcast nationally on a popular musical show set in a high school, called Glee Club

Brilette is a shampoo targeted at males, ages 24-45, and is the newest brand in Bee & Gee's portfolio. The brand manager for Brilette decided to advertise heavily on a weekly television crime drama, CSI: Chicago, which was popular in the 25-49 male demographic.

The following two metrics were used by the brand managers in their calculations

1) Nielsen estimates that 114.9 million U.S. households owned at least one TV set as of the 2009-2010 television season, and this was taken as the default number for total number of TV

housenolds

2) The average number of people in a typical U.S. household was 25

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