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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:

www.stats.gov.cn/tjsj/ndsj/2005/indexeh.htm

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.

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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.