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Article: Cover story: Women under the influence.(Procter & Gamble Co.'s market strategy)(Dixie's market strategy)
- Article from:
- PR Week (US)
- Article date:
- February 12, 2007
CopyrightCOPYRIGHT 2007 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Female audiences are particular about where they get their information from, so, along with the message, companies must think hard about where they communicate it.
Procter & Gamble's communications team constantly has women on its mind. 'It's always been really important for us to know what (a woman) needs, what she wants in a product, what attributes she would like,' says Ross Holthouse, external relations manager for home and fabric care at P&G.
But it's increasingly becoming just as important to identify which sources of information and messages are most influential. So when P&G was looking to ramp up promotion of its Febreze Allergen Reducer (FAR) ...