Ian Cook
Analyst · Bernstein
I can answer the first question quickly, and that is we don't break that out, so you can see the effects of Latin America, in terms of our price as we show the division and the rest of the world. And given the environment we have just talked about, our expectation going forward is that we would see pricing modestly negative for most of our geographies with the exception of Latin America, going forward. Now when you turn to the consumer and what is required to engage and entice the consumer, both from a marketplace point of view and a competitive point of view, there is more at play than simply advertising. Of course, we feel that we have a very strong innovation flow for the back half of the year starting in this quarter, and part of engaging in consumers is having a strong flow of products. Then you come to the engagement. And as I said earlier, in terms of engagement in the developed world, in a slower economic environment, we are seeing increasingly consumers making decisions at the point of purchase. And therefore, your best way of engaging is to do it at the retail level, and our plans for the balance of the year, consistent with our strategy, assume that. And with that shift in the developed markets, our total advertising increases on an absolute basis and on a percentage to sales basis, driven more by the emerging markets where the traditional media engagement still applies. Now all of that said, and we feel quite comfortable with that decision, obviously we have absorbed the additional impact to Venezuela and the headwinds we faced from a currency point of view, keeping our advertising at levels we believe are competitive. Indeed, as a traditional share invoice analysis, we do show that our spend levels are quite healthy year-to-date, and our market shares are quite strong. All of that said, absorbing those pressures and maintaining what we believe to be the right focus on advertising for the balance of the year, we have indeed reaffirmed the double digit, but in that environment, it's a double digit closer to the 10%.