This graph highlights two things:

1) Advertising is usually a good business investment. Most campaigns are profitable and the average ROI from profitable campaigns is $2.30 per $ spent (double this if you factor in long-term effects).

2) Advertising ROI is hugely variable. Some campaigns barely break even whilst others pay back many times over. The creativity of the advertising is known to have the biggest influence on ROI.

For more information, check out:
This analysis of advertising ROIs from WARC
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