P&G IS USING DATA BASE FOR CO-OP MAILING

CINCINNATI -- A series of customized co-op mailings for Tide With Bleach that appeared in consumer mailboxes during August and September is among the first fruits of Procter & Gamble's extensive data base marketing activities.The program, which allows retailers to accrue credits based on case volume and apply them toward targeted direct mail, puts P&G on the leading edge among brand marketers who

CINCINNATI -- A series of customized co-op mailings for Tide With Bleach that appeared in consumer mailboxes during August and September is among the first fruits of Procter & Gamble's extensive data base marketing activities.

The program, which allows retailers to accrue credits based on case volume and apply them toward targeted direct mail, puts P&G on the leading edge among brand marketers who have been developing consumer data bases.

Co-op direct-mail pieces have

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