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Samsung’s marketing splurge doesn’t always bring bang-for-buck

28
Nov
2013

By Miyoung Kim SEOUL (Reuters) – Samsung Electronics Co is expected to spend around $14 billion – more than Icelands GDP – on advertising and marketing this year, but it doesnt always get value for money. And Samsung, which has a market value of $227 billion, has made no secret of keeping up its aggressive marketing and promotion splurge as it seeks to make its brand as aspirational as Apple Incs. But the money its spending doesnt always bring the desired result. Is this a singing competition or an extended Samsung advert? asked Twitter user Ryan Browne. Earlier this year, Samsungs New York launch of its latest top-of-the-range Galaxy smartphone came under fire for being sexist, portraying giggling women chatting about jewelry and nail polish while the men discussed the new phone, and the companys new fridge and washing machine launch in South Africa drew similar complaints as it featured swim-suit dancers.

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