New data just released this week shows that Samsung spent more than $400 million on billboard, internet, television and print advertising in 2012. The electronics giant, based in South Korea, passed both Apple its biggest rival and HTC in dollars spent advertising. During 2011, Apple out spent by a three to one margin Samsung in advertising.
The data showed an increase by Samsung in advertising in the U.S. by more than $323 million between 2011 and 2012. Its biggest rival, Apple spent the second largest amount on advertising increasing its budget of $253 million during 2011 to more than $333 million during 2012.
HTC, contrary to both Apple and Samsung, cuts its advertising budget during 2012 to $46 million from its 2011 expenditures of $126 million. HTC was the third highest in advertising in the U.S. for smartphone makers. The other two companies in the top five in advertising were Blackberry’s Research In Motion and Nokia. Both of those companies lowered their advertising budget during 2012 from their 2011 levels.
Even though Samsung spend a great deal more money during 2012 in advertising to promote its different mobile devices, such as its Galaxy S and Galaxy Note, the South Korea based giant still only managed to place second behind Apple’s iPhone as the most effect brand of smartphone in the U.S.
Most industry experts suggest that Samsung will keep its large marketing and advertising blitz going in the U.S. this year, which includes the unveiling this week of its latest generation of the Galaxy S IV. The unveiling is scheduled to be held at Radio City Music Hall in NYC on March 14.
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