Hugh F. Johnston
Analyst · Bill Schmitz with Deutsche Bank
Yes. Bill, why don't I take a shot at that, because that's a big causal chain you just laid out. The thing that -- first and foremost, the thing to keep in mind is, the way we talk about media is that's publicly reported media data. Okay? And that's based on the actual spending that's going into the marketplace. At the same time, when we talk about advertising and marketing expense, which is obviously inside of SG&A, that's curved over the volume curve during the course of the year. And you have to consider those numbers from 2 perspectives: number one, what's happening this year with the curve; and then number two, what's happened last year with the curve. And the way our spending -- or the way our curve worked last year was, you saw the A&M number fall off during the latter portion of the year. So we had, from an expense standpoint, more of the spending in the first half of the year, relatively speaking, compared to the 2012 timing of the spend. So it's almost impossible to connect the media number to the A&M expense in the P&L. I wouldn't spend a whole lot of time doing that. And what I wanted to do when I gave you the A&M expense timing comments was not so much to tie to the media spend, but rather to connect the fact that the year-over-year impact in H1 versus the year-over-year of impact in H2, it's much more substantial in H2. So hopefully, that kind of addresses your A&M question. Regarding the bottling or the beverage -- PAB business and the impact on margins, there's 2 things to keep in mind there that are also important to balance out. On the one hand, the convenience store business performance was strong. On the other hand, the inflation that we have inside of PepsiCo, particularly in beverages, is much more front loaded than it is back loaded. So those 2 are probably having something of an offsetting effect, and therefore, in the back half of the year, you should see the margin impacts start to improve really in the PAB business in the back half of the year, due to the commodities overlap timing muting, while we certainly expect the C-store business to continue to perform well.