Procter & Gamble marketing looks to Internet

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The Procter & Gamble Company's marketing mix is shifting from measured media to the Internet and non-measured media, the company said.

The company's marketing efforts "are getting a little bit more efficient every quarter, every year, because of our focus, our discipline with market mix ROI," said A.G. Lafley, P&G chairman of the board and president/CEO, during a recent conference call with analysts to discuss the company's third-quarter results.

For major brands, the mix now includes a greater focus on in-store, Internet, trial activity and non-measured media, Mr. Lafley said.

The company recently did a second run of sampling for its Gillette Fusion razors.

"We still have relatively low trial rates on some of our major brand initiatives," he said, adding that the company has identified "a fairly long list of opportunities" for additional trial activity and sampling.

However, television still garners a level of investment from the company in developing markets, Mr. Lafley said.

Chief financial officer Clayton Daley said that the company plans to invest heavily in its brands to sustain strong growth in fiscal 2008 (beginning July 1).

P&G, Cincinnati, which continues to try to shake off a reputation for not being on the cutting-edge of consumer development, recently launched an online community for women in conjunction with Yahoo and Zizo Group.

Capessa.yahoo.com, which made its debut in January, was designed to enable to women to share inspirational stories, practical tips and information relevant to their lives. It is P&G's first introduction to consumer-generated content in the digital space.

Members who post their stories online may be chosen by Capessa's editorial team to have their experiences professionally produced into two-minute videos by P&G Productions and the Zizo group.

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