And that still leaves most of Samsung's estimated $4 billion ad budget unaccounted for
FORTUNE -- The Wall Street Journal's report Tuesday that Samsung outspent Apple (AAPL) in U.S. smartphone advertising caught some readers by surprise.
The surprise for those who've been followed Horace Dediu's work on Asmyco is that Samsung spent only $401 million promoting its smartphones in the U.S. last year. According to his estimate, that leaves unaccounted for nearly $3.6 MOREPhilip Elmer-DeWitt - Mar 13, 2013 12:43 PM ET
Apple is like Obama after the first debate, says TBWA-Chiat-Day's former creative director
FORTUNE -- Ken Segall worked with Steve Jobs for 14 years, during which time he put the i in iMac and found the thread that links Albert Einstein and Amelia Earhart. But though he no longer works as a creative director at TBWA/Chiat/Day, Segall is still keeping a close eye on Apple's (AAPL) marketing efforts on his Observatory blog.
And he MOREPhilip Elmer-DeWitt - Feb 26, 2013 6:57 AM ET
Samsung's commercials are telling stories. Apple's are pushing product.
FORTUNE -- At $1.6 to $1.8 million per 30-sec. spot, the Academy Awards are second only to the Superbowl as a high-value stage for advertisers to strut their stuff before a massive TV audience.
Apple (AAPL) ceded the Superbowl to Samsung, whose ad-agency sendup starring Seth Rogan and Paul Rudd ended up going viral on YouTube with more than 21 million hits.
The Oscars MOREPhilip Elmer-DeWitt - Feb 25, 2013 7:58 AM ET
Samsung has been teasing Apple on TV. The latest iPad ads don't rise to the bait.
FORTUNE -- Samsung has been having some fun at Apple's (AAPL) expense lately, mocking iPhone line-sitters and hiring Hollywood celebrities to crack wise about trademark lawsuits.
Did Apple rise to the bait?
It did not. At least not in its first post-Superbowl iPad commercials, "Together" (above) and "Alive" (below).
Apple seems to be sticking its knitting, planting a MOREPhilip Elmer-DeWitt - Feb 18, 2013 4:52 AM ET
The creator of Apple's best-known ad campaign left after his Mac Genius spots bombed
FORTUNE -- I thought Samsung's pre-Superbowl commercial -- the one featuring Seth Rogen and Paul Rudd as copy writers hamstrung by the threat of trademark lawsuits -- was quite clever. Brilliant, even.
But I also wondered whether the inside joke it was making -- about Apple's (AAPL) long-running legal battles with Samsung -- might go over the heads MOREPhilip Elmer-DeWitt - Feb 3, 2013 6:34 AM ET
By Friday the spot had gone viral on YouTube with 1.7 million views
FORTUNE -- According to Asymco's Horace Dediu, Samsung spends nearly $12 billion a year on advertising, commissions and sales promotions -- more than Apple (AAPL), HP (HPQ), Dell (DELL), Microsoft (MSFT) and Coca Cola (KO) combined.
Where is that money going? Some of it is being spent on TV commercials like the one above featuring some high-priced actors (Seth Rogen, Paul MOREPhilip Elmer-DeWitt - Feb 1, 2013 7:33 AM ET
Thumbs, Cheese, Physics or Ears? How about Maps or the new dock connector?
FORTUNE -- Following the release of the iPhone 5, Apple (AAPL) blitzed prime-time TV in the U.S. Friday with four new ads, three for the iPhone 5 and one for the new EarPods. You can view all four at apple.com. We've posted the YouTube versions below the fold.
Meanwhile, you can vote below for your favorite ads -- and for the Apple MOREPhilip Elmer-DeWitt - Sep 22, 2012 10:24 AM ET
Meet the team that created the original Macintosh. Where are they now?
FORTUNE -- Late Thursday, Andy Hertzfeld posted on YouTube a commercial created for Apple (AAPL) in 1983 by Chiat-Day but never aired, according to Hertzfeld, because it was deemed "too self-congratulatory."
You see why, especially when you compare it with the spot Apple did run: Ridley Scott's award-winning 1984.
In many ways, however, the "Snippets" piece tells us more about Apple's corporate MOREPhilip Elmer-DeWitt - Aug 10, 2012 1:39 PM ET
The "Genius" spots may have targeted older users, but that doesn't make them good
FORTUNE -- According to a YouGov BrandIndex survey released Friday, Apple's "fans" have gotten older -- a demographic shift the firm suggests may have been the company's motivation for releasing the three "Genius" ads that got so roundly panned when they aired in prime time during NBC's Olympics coverage.
YouGov's evidence: The "Buzz" chart above, which shows positive MOREPhilip Elmer-DeWitt - Aug 10, 2012 12:00 PM ET
Batting 333 isn't bad in baseball. For Apple, it's below average.
FORTUNE -- The one about the Apple "genius" doing emergency interventions in mid-flight is the funny one.
The quality falls off when the same genius (who apparently sleeps in a blue Apple T-shirt and puts on his name tag to answer the door) interacts with increasingly silly customers, one whose wife is about give birth and another who bought a PC MOREPhilip Elmer-DeWitt - Jul 28, 2012 6:59 AM ET
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