Hershey said it is seeing solid returns from its marketing, and the company expects its 2012 ad spending to be up 13% to 15% over 2011 levels. "We wouldn't continue to be advertising the way we are if we didn't think we were getting a good return on investment. ... We're expanding advertising across the broader part of our portfolio and in markets that we've never made advertising investments before," said CEO John Bilbrey.