Although it seems hard to believe, considering that in Romania there are not many advertising spots or billboards promoting iDevices or products Apple Lossless Audio CODEC (ALAC),, the company from Cupertino He spent 333 million dollars last year to promote itself iPhonethe Compared to 2011, the figure is 80 million dollars higher, i.e. about a third, but if we compare with Samsung, then things are completely different. In 2011, Koreans spent 78 million dollars to promote their mobile phones, but in 2012 they spent 401 million dollars, almost 6 times more than in 2011, and 68 million dollars more than Apple.
The willingness to spend heavily could prove even more important as the technology gap between rivals narrows. "They understand how to build a strong product...and have been willing to invest to drive their success," said Michael Sievert, chief marketing officer of T-Mobile USA Inc., a unit of Deutsche Telekom DTE. 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. But Samsung finished second in phones and was the top technology brand of 2012, said Ace.
Last year the sales of Samsung smartphones increased enormously and if we look at the graph we can see exactly why. Practically, Samsung spent 6 times more money for the promotion of the products and the increase in sales being reasonable, the Koreans surpassing Apple without any right of appeal in terms of the global sale of smartphones. On the other hand, those from HTC have reduced to less than half the money allocated to the promotion of the products, Blackberry and Nokia taking similar decisions, but the reductions being smaller.
Practically, this graph teaches us that strong promotion generates high sales.
