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IN H.J. HEINZ co.'s popular TV ad campaign for its flagship product, the voice-over says, "This part of the ketchup has issues, this part of the ketchup will never be completely understood." The same could be said for the Pittsburgh marketer's ad strategy.
The ongoing refrain at Heinz is that it has been increasing its ad budget. But measured spending figures don't bear that out. Taylor Nelson Sofres' CMR shows $89 million in measured media for...