The ad budget of Procter & Gamble Co., the world's biggest advertiser, is undergoing a reshuffle, according to its chairman-CEO.

P&G is "reallocating investments from parts of the communication plan that aren't working as hard for us, to parts of the communication plan that are working harder,"
A.G. Lafley, P&G chairman-CEO, is quoted by MediaPost as having said during a third-quarter earnings briefing with analysts.

P&G is said to be spend for internet and direct marketing, at the expense of television, though Lafley himself mentioned no specifics, saying only that P&G is "getting real traction from marketing ROI and market-mix modeling work."

He said P&G has three overall goals for its marketing dollars - improve brand equity, increase consumer trial, increase repeat use - and some of its businesses' ad and marketing spending could achieve greater efficiency.