Samsung strives for spike in preference with S4 launch ads

O'Reilly, Lara
March 2013
Marketing Week;3/21/2013, p5
Trade Publication
The article discusses advertising campaign by the electronics company Samsung for the product launch of the Galaxy S4 smartphone. Topics include the content of the advertisements, intended to increase consumer preference for the brand; features of the S4 cell phone; and comments by Ines van Gennip, Samsung's marketing director in Great Britain, on brand marketing.


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