Final answer:
The most profitable type of association for P&G's Tide detergent to develop with customers, considering its advertising and social media strategy, is basic relationships. The correct answer is option b.
Step-by-step explanation:
The type of association that would be most profitable for Procter & Gamble (P&G) to develop with their customers through Tide detergent, utilizing brand-building advertising, websites, and social media presence, is B) basic relationships. Unlike a full partnership, joint venture, or strategic alliance, which all imply a deeper, possibly two-way or multi-party engagement, a basic relationship focuses on customer recognition and loyalty to the brand through repeated exposure and persuasion.
P&G's strategy does not involve intimate interaction with each customer but instead leverages the attention economy, made evident by Naomi Klein's work on corporate branding and synergistic advertising practices.
Building a basic relationship with customers allows P&G to foster brand loyalty without the complexities and resource investments associated with more involved association types. In the attention economy, homogeneous messaging across various platforms ensures the brand remains at the forefront of consumer's minds. This strategy is especially useful for products like laundry detergent, which, despite being a mundane everyday item, has a history of intense market competition and price setting, as seen in the clandestine meetings of detergent officials in France.