Swedes Spend Billions on Advertising
Swedish university marketing researchers maintain that companies here in this Nordic nation have spent almost 10 billion dollars a year on advertising – without really knowing if their campaigns actually get the consumer to buy more.
The biggest advertiser is a privately-owned Swedish food chain, followed by the retail food co-operative, and the telecommunications company.l
While some ad campaigns in the mobile phone branch or food stores chain can clearly show an increase in sales – other campaigns are impossible to analyze.
They maintain that this confirms the ad industry’s saying – that half of each dollar spent on advertisement is wasted – but that nobody can be sure of which half.