When people think of Samsung’s ad campaigns, the first that probably comes to mind is the IPhone mockery. Large masses of people line up waiting for the release of an IPhone which they humorously claim has not changed from the previous one. But the truth is that these commercials along with other Samsung concerts, events, and other advertising strategies have been revolutionary in the smartphone market.

With the increasing growth of the smartphone, Samsung has emerged as an expected bestseller for the following year. On Thursday, the Samsung will unveil its Galaxy S IV, the smartphone that will give the IPhone 5 a run for its money. But Samsung’s forecast to be the “first smartphone to outsell the iPhone in a calendar year” does not come without a cost (Adrian Covert, CNN Money).

In fact, Asymco’s Horace Dediu claims that in 2012, Samsung’s marketing budget exceeded that of Apple, Microsoft, Hewlett-Packard, Dell, and Coca-Cola combined!!!
This paid off however, as Samsung’s sales doubled, and reached a leading 30% smartphone market share takeover. The Galaxy S IV’s unveiling and releasing won’t change their strategy, as promotion spending will be heavily relied upon, one that not many competitors can afford. The size of Samsung allows it to rack up these huge costs, and hang around until sales begin to pour in.

http://money.cnn.com/2013/03/13/technology/mobile/samsung-galaxy-s-iv/index.html?iid=Lead