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General Mills Puts Its Ad Bucks Where They’ll Get The Biggest Bang

June 29, 2016: 12:00 AM EST
General Mills says its U.S. consumer and trade ad spending will be lower this fiscal year, especially on disappointing products like yogurt, though it will increase spending on priorities – products with “the highest returns and the highest possibilities for growth” – like cereal. Ad spend declined 13.4 percent in 2015, according to Ad Age, which noted that spending cuts affected Betty Crocker, Cheerios, Nature Valley and Progresso. But media spending on Yoplait increased by 8.9 percent. This year, spending on cereal will get a mid-single-digits boost, while spending on yogurt ads will be trimmed.
Jessica Wohl, "General Mills Plans Further U.S. Ad Spending Cuts", Advertising Age, June 29, 2016, © Crain Communications
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