As you might expect from a company the size of Samsung Electronics, the Korean firm spends an absolute fortune on marketing.
But analysts are concerned it may be doing so at the expense of research and development.
Samsung aggressively markets upcoming mobile devices, such as the Galaxy S4 smartphone, as it tries to prise loyal iPhone and iPad users away from Apple.
Local experts worry Samsung may lose its grip on innovation at a time when the market is teeming with ever smarter gadgets.
Samsung Electronics spent a record 13 trillion won or around 11.6 billion U.S. dollars on marketing last year.
Some 1.3 billion dollars more than Samsung poured into R&D.
These numbers still dwarf Apple though with the U.S. firm pouring just 3.3-8 billion dollars into R&D and one billion into marketing last year.
Market analysts expect Samsung to continue spending more on its marketing campaigns than on R&D this year as it tries to outpace the next wave of products from Apple.
Market watchers say smartphone makers have so far left users feeling flat as they have failed to introduce innovative mobile experiences recently.
A spokesman for Samsung said the company will keep boosting R&D spending while adjusting its marketing budget according to market conditions.
Ji Myung-kil, Arirang News.