1. advertising is important for most companies, es- pecially companies such as p& g that sells mostly to end customers. but, most people already know about p& g products such as charmin bathroom tissue and moist towelettes, crest toothpaste, and so on. does p& g really need to constantly put money into advertising when its products already have a strong hold in the global marketplace?

2. p& g cut its marketing and advertising agency roster by 50 percent over the past three years from around 6,000 to 3,000 companies in a bid to increase its marketing productivity, efficiency, and effectiveness. at a $9 billion worldwide spend on advertising, should p& g have more or fewer marketing and advertising agencies doing its advertising?

3. by consolidating and cutting 100 brands from its consumer portfolio of brands, does p& g run the risk of ultimately losing out on global market opportunities?