I looked at the numbers that were used for those graphs and it's incredibly misleading. It cherry picks data to make it look like Samsung has a vastly higher marketing expenditure than other companies. The comparisons are also against companies that are really only in a few markets vs the nine that Samsung Electronics are involved in.
Based on the 2011 annual reports.
- Samsung lists $2.9 billion for advertising expenses and $4.5 billion on Sales promotion expenses. (total $7.4 billion)
- Coca Cola lists $3.2 billion for advertising expenses and $5.8 billion for Promotions and Marketing programs (total $9 billion)
- While Apple list $0.93 billion for advertising expenses, that is the only expense they give a value for in their SG&A of $7.6 billion which includes retail costs, marketing, professional services, advertising and "other".
All that data shows is that everyone else hides their actual marketing expenditure better.