According to the Ace Metrix, Amazon scored the highest despite of a spending much lower than Apple and Samsung
We all remember Apple's extensive adveritisng campaigns to impress the customers in the previous year and there was lots of information on the internet regarding this. They took advantage of having emotional appeals using families and also took on an informative approach that focussed on providing information on what the Apple devices can do.
According to Ace Metrix, the advertising campaigns of Apple on the televisions were met with an equal rivalry from Samsung. But the most effective advertising were carried out by Amazon for their Kindle brand. Mobile brands were ranked according to their Ace scores and the highest score was given to Kindle brand (578 as compared to Samsung's 558 and Apple's 553). And this should not be considered as a small matter. Competing with giants such as Apple and Samsung is not an easy task and Amazon managed to leave behind both. And the most surprising fact is that the company spent $147.8 million on U.S. television advertising in 2012 which is only a fraction of what Apple and Samsung had spent.
According to Ace Metrix, the Kindle brand won the place because their ads were focussing more towards the usability of their products and they had used a simpler approach which all consumers managed to understand and relate to. The maximum advantage was reaped out of the two most popular ads one of which touted Kindle's video tech support feature by showing an attractive woman named "Mayday Amy" coaching flabbergasted men on how to use their devices.