Advertising and Marketing Comparison
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(in million USD)2009201020112012
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Apple Advertising (fiscal yr)$501$691$933$1,000
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HP Advertising$700$1,000$1,200
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Dell Advertising$811$619$730$860
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Microsoft Advertising (fiscal yr)$1,400$1,600$1,900$1,600
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Coca Cola Advertising$2,791$2,917$3,256
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Samsung Electronics Advertising$2,750$3,023
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Samsung Electronics Sales Promotion Expenses$3,013$4,282Sourced from SG&A data (last table below)
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Marketing expenses $5,196$8,343$8,666$11,375Sourced from Marketing Expenses table below
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Marketing Expenses (from Quarterly report) in 100 million KRWQ1Q2Q3Q4Full YearMarketing expenses appear to be SG&A MINUS Wages, Salaries, Pension Expenses, commissions, service charges, transportation, warranty and some of “others”
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2009₩ 6,683.00₩ 13,454.00₩ 13,933.00₩ 22,352.00₩ 56,422.00
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2010₩ 18,083.00₩ 22,551.00₩ 24,407.00₩ 25,551.00₩ 90,592.00
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2011₩ 17,197.00₩ 21,877.00₩ 23,321.00₩ 31,700.00₩ 94,095.00
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2012₩ 21,536.00₩ 31,257.00₩ 36,783.00₩ 34,000.00₩ 123,576.00Q4 is estimated
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2011 to 2012 y/y growth25.23%42.88%57.72%7.26%31.33%
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SG&A (from Annual Report) in 100 million KRW20112010
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Wages and salaries₩ 35,515.88₩ 33,733.65
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Pension expenses₩ 1,488.12₩ 1,558.94
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Commission and service charges₩ 59,367.70₩ 67,693.46
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Depreciation expenses₩ 3,681.23₩ 3,510.85
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Amortization expenses₩ 3,004.97₩ 2,271.95
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Advertising expenses₩ 29,822.70₩ 32,827.98
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Sales promotion expenses₩ 46,492.93₩ 32,719.93
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Transportation expenses₩ 37,894.76₩ 41,088.30
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Warranty₩ 28,056.96₩ 24,546.01
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Public relation expenses₩ 5,231.49₩ 4,945.99
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Others₩ 23,662.36₩ 17,534.16
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total₩ 274,219.10₩ 262,431.22
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estimate for "Marketing Expenses"₩94,148.91₩90,304.028
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Cell above should match cell F 16Cell above should match cell F 15
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₩94,095₩90,592
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Plug25% of "Others"80% of "Others"
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