business news in context, analysis with attitude

• Here’s a wake up call for advertising/marketing departments: Advertising Age reports that Kellogg’s is saying that “its return on online investment for the Special K brand has surpassed that of broadcast TV over the past 18 months.” While the company hasn’t been specific about how it is measuring ROI, Mark Baynes, chief marketing officer for Kellogg’s, told a consumer conference that the results are "obviously very encouraging," and he predicted they would help "drive stronger adoption across the business."
KC's View: