“In the smartphone business, following the money leads right to Samsung Electronics Co.,” Spencer E. Ante and Will Connors report for The Wall Street Journal.
“In 2012, Samsung spent $401 million advertising its phones in the U.S. to Apple’s $333 million, according to ad research and consulting firm Kantar Media,” Ante and Connors report. “To be sure, Apple remains a powerful brand that benefits from its own advertising and ubiquitous references in popular culture.”
“Apple’s iPhone is America’s most effective mobile phone brand, advertising analytics firm Ace Metrix said in January,” Ante and Connors report. “But Samsung finished second in phones and was the top technology brand of 2012, said Ace.”
MacDailyNews Take: The convicted patent infringer Samsung needs to spend even more; it isn’t working:
• comScore: Google’s Android, Samsung continue to lose U.S. share to Apple’s iOS, iPhone – March 6, 2013
• World’s best-selling smartphone: Apple iPhone 5; iPhone 4S #2, third place Samsung Galaxy 3 brings up rear – February 20, 2013
Ante and Connors report, “The heavy ad spending is only the most visible of Samsung’s investments. Some wireless carrier executives said the South Korean company also spends more on ‘below the line’ marketing than any device maker. Those funds help pay for in-store advertising, promotions and training for carrier sales representatives that help close the sale.”
Read more in the full article here.
MacDailyNews Take: “Below the line” marketing: Spiffs, or kickbacks, paid to carrier salespeople to get them to push inferior, insecure, plastic crap to the great unwashed.
Oh, yeah, and hiring judges.
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