By Philip Elmer-DeWitt
March 13, 2013

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 billion of Samsung Electronic’s total advertising budget for 2012. See Dediu’s The cost of selling Galaxies, and in particular the chart below:

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