Goran Carstedt, president of IKEA North America, responds to such criticism by referring to the company's mis- sion. "If we offered more services, our prices would go up," he explains. "Our customers understand our philosophy, which calls for each of us to do a little in order to save a lot. They value our low prices. And almost all of them say they will come back again." To keep them coming back, IKEA is spending millions on advertising to get its message across. Whereas common industry practice is to rely heavily on newspaper and radio advertising, two-thirds of IKEA's North American advertising budget is allocated for TV. John Sitnik, an executive at IKEA U.S. Inc., says, "We distanced ourselves from the other furniture stores. We decided TV is something we can own.