Publication Name

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Advertising expenditure
Million dollars
Top ten advertising countries
46 000
1 000
10 000
10%
United
States
Canada
Latin America
Asia and Pacific
Europe
Middle
East
Africa
Source: Advertising Age, Global
Marketing: Top 100, November 2005;
Robert J. Coen; Worldwatch Institute,
Vital Signs 2006. 100
0
200
300
400
500
600
1950 1960 1970 1980 1990 2000 2005
United States
World
Advertising expenditure
Thousand million dollars
Advertising expenditure
by category
Consumption appeal
Cars
Food
Personal care
Electronics
and telecommunications
Entertainment and media
Pharmaceuticals
Others
11%
18%
19%
24%
9%
0.01 to 10
10 to 50
no data available
50 to 200
200 to 500
500 to 1184
Source: WDI database, 2006.
2002
2004
Mobile phones per 1 000 people
ON THE WEB
Key statistics from the International Telecommunication Union:
www.itu.int/ITU-D/ict/statistics
China Statistical Yearbook:
Inventing new demand
The marketing and advertising industry is constantly teas-
ing us with trendy, cool and largely superfluous products.
To judge by investment in advertising, it takes more and
more to achieve the same effect. With all that stimulation it
is an effort asking just what we stand to gain.
Throw-away culture
The list of products we used to keep for years and now dis-
pose of instantly is almost endless: tissues, face wipes, ra-
zors, kitchen wipes, serviettes, nappies, plastic bags, toner
cartridges, cameras and barbecues, to name just a few.
Every year US consumers throw away 39 thousand million
tonnes of cutlery and 29 thousand million tonnes of plates.
| 21 20 |
Mobile phone growth
Mobile phones were launched in 1984 and the market
has been booming ever since. In 20 years they have
spread like wildfire. By September 2004 there were 344
million subscribers (out of a population of 380 million) in
the 15 (old) members of the European Union. Accord-
ing to Nokia there will be 2 000 million cellphone users
worldwide by 2008.
Whereas in 2002 only 13 persons out of 1000 in Al-
geria and 474 persons out of 1000 in Lituania owned a
cell phone, the number is now 145 and 996, respectively.
In Africa cell phones have enjoyed almost 40% growth
since 2000, though market penetration is very uneven.
In many countries with poor coverage by land lines, cell
phones are the only means of communication.