General Mills to step up advertising

According to Reuters, General Mills will increase its advertising by "double-digit" numbers in the second half of their fiscal year to offset share lost to Kelloggs from price increases.

The "advertising" increases will apparently also include promotional activities and pricing:

Since then, sales of General Mills' Big G cereals have improved as competitors' prices, particularly on promoted products, have crept up. General Mills also lowered its prices on promoted products, further narrowing the price gap.

"We adjusted our merchandising strategy and competitors eventually moved their merchandising prices upward," Sanger said, adding that the company expected to log year-over-year market share gains in the coming months.