Mackay notes that the company's ad spending has increased 30% in the last five years as part of a strategy to increase -- or merely hold -- market share as commodity costs bring price hikes on Kellogg brands and those of rivals including Kraft, General Mills and Sara Lee (all of which have also hiked marketing and advertising spending in the last year.) But since getting investors to OK higher ad investment is a tough sell, he tries to assure them that Kellogg watches the return on investment very closely.<
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