Kellogg Co. and Kraft Foods, despite fourth-quarter net-income drops, each plan to increase their ad budgets. Kellogg's profit decline, according to CEO David Mackay, would have been worse if not for the company's $1.1 billion ad spending in 2007. Meanwhile, Kraft Foods CEO Irene Rosenfeld views an investment in brand-building for certain product categories as a necessary step in being able to bring the prices on these items in line with supply costs.

Related Summaries