Sep
06
Kellogg Says ROI on Digital Trounces TV by ‘Factor of 2’
Posted in: UncategorizedCHICAGO (AdAge.com) — After taking a long look at where it's getting the best return on its marketing investment, Kellogg Co. has decided to move more money online and spend less on TV. Among the initiatives CMO Mark Baynes laid out to cut costs was a plan to slash the company's TV-commercial filming 10% to 20% in the next year. Kellogg does 350 to 400 shoots every year, and Mr. Baynes said the company will save about $1 million for every three films he's able to excise.
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