When it comes to advertising, big ticket items are being replaced by useful less expensive ones. Kantar Media research division of WPP reports that the first quarter showed increased spending for many food companies as compared to the same period in the prior year. Following the trend,  PepsiCo, the soft drink giant, estimates that $10 billion of its annual revenue of $43.2 billion last year was for products from the so named “good-for-you portfolio”.