Pillsbury Puts Dough in Relationship Marketing

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NEW YORK--Consumer products giant The Pillsbury Co., Minneapolis, is moving firmly in the direction of relationship marketing for many of its product lines, including Pillsbury and Green Giant. "There's a big move at Pillsbury to do relationship marketing," said Ruby Anik, director of advertising and media at Pillsbury, during a panel discussion on the effective use of print media at the Magazine Publishers of America's Magazine Day 1999 here yesterday. The use of print advertising as a first step in that process, supplemented by direct mail and TV advertising, has worked well for the Green Giant brand, according to Anik. "Print is a key first step on this continuum," she said.

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