Tag Advertising

Truth in Advertising

Michael 1 Comment

One more day and it’s Election Day across America. And this post has NOTHING to do with the election. Yippee!!!

But it is about something that I discovered during the crazed advertising season that this crazed election season has turned into. And it’s something that the consumer advertisers can learn from those abhorrent televised political ads. (But the politicos can learn a thing or two from consumer advertisers so don’t think they’re going to get off without a talking to (or about).)

Did you know that there are actually specific regulations to which political ads are expected to adhere? For one thing, any small print on a political ad can’t be small. Actually it can’t be any smaller, nor in any font/background combination less contrasting, than the smallest font in the body of the ad. Can you imagine what this would mean to the legal, insurance, and new car advertising industry? No more teeny print containing the printed equivalent of a 12 page disclaimer packed into the bottom 2% of the screen, that’s what it would mean!

Another expectation of those political ads is the famous equal time provision. Whatever time is bought by Candidate A must be made available to Candidate B. And there would be no question about a broadcaster not airing either because the law states that television and radio stations must provide commercial time to presidential candidates. (These provisions address time bought by the candidates or their own campaign committees, not to the time purchased by third parties “not affiliated with any candidate.”)  Imagine how easy it would be to truly evaluate the benefits of the Chevy you’re contemplating buying if you were able to see the Ford commercial right after it.

Of course that’s all assuming that the information presented in those competing ads actually addressed factual information regarding the advertised product. And we know they do because of the truth in advertising laws out there. You would never hear a commercial for a Ford say “Don’t buy a Chevy. They can start all by themselves and run you over in your own driveway.” You’d never hear it because nobody would ever produce or air such a statement. But that’s where the politicians can take a cue from the consumer advertiseronadvertisings. Did you know that there is a regulation that a broadcaster cannot vet, edit, or refuse to air a political ad? What they get from the campaign is what they put on the air.

David Ogilvy was a wizard in advertising. In fact in 1962, Time Magazine called him “the most sought-after wizard in today’s advertising industry.” He has been called the Father of Advertising and is known for his attention to reality and his ability to persuade by carrying on a conversation with his audience. He was a pioneer in creating ads that didn’t insult the intelligence of the consumer. Unfortunately his children haven’t been following his life’s lessons whether pushing car makers or candidates.

Now that I think of it, the politicians could stand to learn that lesson also. Perhaps it’s a lesson at least one of them can sign up for on Wednesday.

That’s what I think. Really. How ‘bout you?

PS – Don’t forgot to vote – assuming you have some idea what you are voting for. Yes, I said “what,” not “who.” If you can’t articulate at least one cogent reason for casting your ballot other than “at least it’s not a vote for him/her/it/them” then, um, maybe it would be better if you did forget to vote.

You have the right. . .

Michael Leave a comment

I don’t listen to satellite radio often, but when I do I prefer the commercial free channels. The funny thing about satellite radio is that on the channels that are not commercial free, a great many of the ads are for credit repair, an unusual sponsor for a service that charges hundreds of dollars a year in subscription fees. Or maybe not. One in particular caught my ear lately.

It began, “You have the right to reduce your debt.” My first thought was, no you have an obligation to reduce your debt and it’s called bill paying. Actually, my first thought was to switch channels but I fought that off, not because I need to reduce my debt but that once upon a time I was so heavily in debt that your average homeless person had a higher credit score than I. I reduced my debt by stopping indiscriminate buying, selling off assets, paying off creditors, and closing credit cards. I was pretty sure the fellow espousing my rights to un-indebtedness didn’t have those notions in mind.

I’m sure there are many reasonable ways to reduce debt. Just because most governments haven’t figured out a way to do it doesn’t mean that we have lower ourselves to their levels. Especially on this weekend – Labor Day weekend. Huh? The thing is, you don’t want to reduce debt that’s going to cost people their jobs. Huh?

It doesn’t matter if a business is a 12 seat diner owned by the guy down the street or a multi-national banking business run by a bazillionaire. If you take money away from them they will work out a way of making it up. Either that means raising prices or lowering expenses – and the biggest expense of any business is its human resource.

Yes, you have a right to reduce your debt. It’s not right up there with life, liberty, and the pursuit of happiness. But then again, maybe it is. If it makes you happy, you should reduce. You also have a responsibility to reduce honorably. When you sign an agreement to accept the terms of credit it includes the expectation of repayment. It’s what the people who lend you money deserve.  And it’s what the people who are paid their salary based on the money you pay them deserve.

Back to that ad – while most of it was playing I was mentally drifting thinking about most of what you just read. But I came back to earth in time to hear the tag line – “Don’t let the credit card companies trick you into thinking that you have to pay them what you owe.” Huh?

Happy Labor Day.

That’s what I think. Really. How ‘bout you?

 

Power to the Person

Michael Leave a comment

A few posts ago I mentioned that my aging television set was aging erratically and rapidly. (See Saying What You Mean (May 16, 2016).) Actually the point of the post was the silly stuff people say when presented with being asked to review a good or service lending credence to the maxim, “It takes a professional reviewer to write a professional review.” Or at least it should. Little did I know that the gods who protect amateur reviewers would direct their wrath upon me.

What was a mere annoyance two weeks ago is now becoming a quest to make it to the annual Back to School Sale season that will undoubtedly feature that most necessary of college necessities, to wit a large screen high definition television. Those gods are probably doubly directive given that I’ve not too long ago also poked fun that those very Back to School Sales selections for whose premature appearance I now anxiously await (as evidenced in What I Did on My Summer Vacation (July 21, 2014) and Have I Got a Deal for You (August 13, 2015) respectively).

Back to the TV. As I then explained (apparently much too briefly) in mid-May how my set was taking remote control to new heights by turning itself on and off at will (or any average joe who happens to be around (sorry, I couldn’t resist)) I must append that by saying that it has wrestled control completely now not letting me even interject my will (or joe) by use of the remote control to turn it on and off at my will (or… no, not again). That’s right. I actually have to use the power button to apply or remove power. It’s downright archaic I tell you!

All this walking across the room to work that button by hand is downright exhausting! Fortunately I should only have to wait another month for this year’s sale of the century for electronics. I just hope that somewhere in the milieu of smart watches, tablets, and streaming media devices somebody actually has enough over stocked TVs to put on sale. Stay tuned. Details coming soon.

That’s what I think. Really. How ‘bout you?

Saying What You Mean

Michael 1 Comment

My television is on its last one. It is one of the first high def sets from way back when. I don’t remember exactly when way back but it was back enough that they still were stamping “HD” right on the plastic case. That was to remind you why you paid so much for it every time you looked at it, even when it is off. But I like it. Crisp picture, good sound. What more could I want in a TV? Unfortunately it has developed a bad habit of turning itself on and off and I just can’t have a household appliance with a mind of its own. So, its time has come.

Since it was raining and I had nothing else to do I thought I’d do some Internet window shopping. Once I narrowed down things to the price and size ranges both in my comfy zone I turned to the finalists’ specifications pages. I soon discovered that I apparently know little about today’s TV specifications. In fact, I’m not even sure what some of the specifications specify. VE SA (As opposed to MasterCard?) EPEAT Qualified (One-peat, Two-peat, Three-peat, E-peat?) Optical Audio (A measure of how well you can see what you hear?) Color Category (Isn’t that against EEOC rules?)

So the specs didn’t help. How about user reviews? Well…  I’ll let you decide. Mind you, these are actual statements by actual reviewers.

“In one month of ownership, we’ve gotten good image quality and sound.” Stay tuned for results from Month 2.
“I have not had the chance to familiarize myself with the many features of my new TV but hope to in the future.” But I just had to submit a review now because the world is waiting for my opinion.
“Nice appearance” I know that’s number one on my ‘Things I’m Looking For in a Television’ list.
“I ended up buying two of them for my man cave.” Maybe it’s a real cave.
“Multitasking issue notice bcoz lack of quad core processor.” Huh???
“You have to turn the sound up to here (sic) the audio.” Ah, hence the volume control.
“This product replaced an old tube square flatscreen in our bedroom.” My kind of buyer! If the old one ain’t broke, don’t fix it (yet).
“Still learning it as it’s still learning me.” And love grows.

I think I’ll just go down to the TV store and check out what’s on the wall till I find a picture that looks good with audio that sounds good. I know it’s a ridiculously old-fashioned way to buy something but, if it ain’t broke…

That’s what I think. Really. How ‘bout you?

 

A Healthy Rant

Michael Leave a comment

You know how much I hate fine print. It’s right up there with insurance companies, banks, ads for prescription drugs, car sales and lease restrictions, cable TV and cell phone service disclaimers, and lawyers. Most of those I can all sort of let go. If somebody wants to really believe he or she can save $500 switching insurance, will actually pay only $49 for phone service, or can qualify for that $99 lease that’s on them for taking tooth fairy believability to life. Well, caveat emptor and all that. Except for lawyers. I still haven’t figured out if they actually serve any sort of redeeming purpose. But that’s a post for a different time. This post is all about a new line of fine print I saw on an ad and I could have died when I saw it. Actually I could have wished death on the person who came up with it and the other ones who willingly went along with it.

I had the television on the other afternoon. It’s annoying as hell to watch television during the afternoon but not because of the programming, because of the ads. All three of them. No matter what the show or what the channel, if it’s between 11am and 4pm you will get a steady diet of commercials touting credit repair, Medicare supplement insurances, and denture adhesives.  And every now and then something completely different.

The something different I saw was an ad for a hospital. Not a donation request asking for $19 a month but an ad designed to make you want to go to a particular hospital.  Not a local hospital for your general hospital needs. This was an ad for a national specialty hospital where cancer is all they treat. There were patients and patients’ families, doctors, and professional voice-over actors all promoting their brand of care resulting in their kind of success. As a cancer survivor and a health care professional I took interest in that ad for as much as I can take interest in any ad between 11am and 4pm. But my interest waned when they got to the end and those teeny words crawled across the bottom on the screen. “You should not expect a similar outcome.”

Beneath the large, bold list of their few locations across the country, their phone number and web address, and the insurance plans they accept, after spending 60 seconds telling you how they understand, how much they care, and how they are different, they slipped in at the bottom of the screen at the end of the ad, in a print sized to make an optometrist cringe, “You should not expect a similar outcome.” You should not expect the same result as the patient whose testimonial was presented during the ad. You should not expect to be relieved of your pain and suffering, you should not expect to be returned to your family and loved ones, you should not expect to return to a fulfilling life, you should not expect to be happy and upbeat when your treatment is complete. But please, be sure to break your neck to set off across the country to not get what the ad encourages you to believe in.

Can you imagine if every ad ended with “you should not expect a similar outcome?” Would you ever spend money again on reducing the chance of cavities, removing unsightly grass stains, or eliminating underwear creep? What do you think would happen to you when you pay your rent or mortgage, your utilities and credit cards, and you include the note “don’t expect this every month” with each check?

You know what I think? I think it’s time to forget buyer beware and it’s time for seller be truthful. Quid a conceptu!

That’s what I think. Really. How ‘bout you?

They’re At It Again

Michael Leave a comment

About a year ago I posted a post where I posited that we all could make a nice piece of change by buying car insurance (see “Buy, Save, Repeat,” Jan, 15, 2015). There’s another opportunity out there just waiting to be taken advantage of – cell phone service.

Yesterday’s haul of junk mail included six (6!) offers of fabulous savings just waiting to be doled out in exchange for trading in my current cell service. Offers included a flat rate offer of $20/month and another of $30/month, one with a free phone and one with two free phones, one with a new phone, one with savings of up to 60% off, and one for half of whatever I might be paying now.

I did a little figuring and if I trade in my phone for the new service with 2 new phones then switch to the $20/month plan for each of those then take 60% off and finally move on to the half of what I would then currently be paying I could get service for $6/month and end up with an extra phone that I could sell.

Makes you wonder how these guys stay in business.

That’s what I think. Really. How ‘bout you?

 

The names change…

Michael Leave a comment

You all know that I am not fond of Black Friday. I don’t mind the crowds or the sales or the bustling hustle. I really don’t even care that stores open on Thanksgiving. For many families that is their together time. What I don’t like is that the marketers have turned the whole thing into a, a, a thing!

There is no Black Friday. It’s Black November. Those sales started 3 weeks ago. And they aren’t all that great anyway. And now we get to start Cyber Monday, which many stores are calling Cyber Week including a couple of stores that don’t have any on-line presence. Which is fine because all of the ones that do, including those who are exclusively on-line had Black Friday for all of last week and/or this month.

Last Saturday among the many e-mails that graced my in-box were more than one proclaiming that they were entering the “last days” of their Black Friday sales so be sure to order now, soon, and often because at 11:59 on Sunday night those deals will disappear. Then on Sunday I got the “sneak preview” e-mails of the Cyber Monday deals starting at 6pm that very Sunday and available only for the next five days. From the same retailers. For the same products. The same ad with a different header. I should have ordered something between 6pm and midnight to see if I would have gotten a double discount.

See, that’s why I don’t like Black Friday. It’s insulting. But I did get a good deal on some silk poinsettias.

Happy Thanksgetting.

That’s what I think. Really. How ‘bout you?

Prior Performance

Michael Leave a comment

Lately I’ve been sitting closer to the television so I’ve been reading the small print on television ads. Just another of the benefits of getting older.

Small print is hard enough to read. On television it’s monumentally hard to read. It’s usually in white and on a light or nearly white background, small enough to qualify as fine print in a print ad, and verbose enough to be a politician while remaining on the screen for a bit less than the heartbeat of an out of shape stair climber.

If your efforts with the on-line speed reading course were successful, you actually may get the opportunity to read televised fine print. And if you do, you will find it’s not at all very informative.

Extensive research (and not at all scientific let me tell you) says that the third most popular phrase in that fine print is “past performance does not guarantee future results” or similar. (The second most common phrase is “Limited time offer, expires [sometime 8 months from now].” The most common phrase is “dramatization” and/or “actor portrayal” so you can separate fact from fiction without straining your brain while separating them.)

Past performance does not guarantee future results? Excuse me, isn’t that what you are advertising, your past performance? This is especially popular among lawyers, bankers, stock brokers, trade school placement offices, and purveyors of commemorative plates. It’s the advertising fine print equivalent of saying “not responsible for lost or stolen luggage.” Feel free to substitute “your hard earned money” for “luggage.”

Imagine what those lawyers and bankers and others would say if other advertisers blithely asked for you to buy from them while at the same time reminding you that what they are selling may or may not actually do what you are buying. For examples:

….. Orange Juice: Translation = You know us as the brand that uses nothing but fresh oranges to make our juice but your next bottle might have some juiced brussel sprouts.

…..Tires: Translation = Our tires have long been known for their ability to grip the road, resist punctures, and last thousands and thousands of miles. Unfortunately the ones we just shipped to the stores are really old retreads and bald ones at that.

…..Dishwashing liquid: Translation = You may need to use most of the bottle if you expect clean dishes.

….. Luxury SUV: Translation = Can you say Family Truckster?

….. Toilet paper: Let’s not even go there.

Past performance does not guarantee future results. You never hear airlines say that when they are talking about on-time performance. Hmmm.

That’s what I think. Really. How ‘bout you?

Double Coupons

Michael Leave a comment

I’m so frustrated. I was doing my weekly coupon thing (you know about from reading “Past Their Prime” (Oct. 13, 2014)) and I discovered I am throwing out more old coupons than I am adding new ones. The problem is that I don’t need four cans of soup and if I did I’d like to save more than 25 cents on the transaction.

Manufacturer coupon writers are getting greedy. It’s no longer enough to encourage repeat buyers to continue repeating or to entice new buyers to try their items. Now they want to move as much product as possible in as short a time as possible.

The retailers aren’t helping much either. A few years ago it was routine to find supermarket ads with specials like 10 for $10 never caring if the buyer really bought 10, 6, 4, or just 1. They could have made the ad read 500 for $500 (a real steal as long as you have the storage space available) but the real price was actually one for one dollar (a real bargain and much less cabinet space required). (You know about this also because you read “Buy One, Get What?” Jan. 12, 2012.)  “Buy one get one” was just a fancy way of saying “half off.” That was then. This is now.

And now the ads are much more literal (not to be confused with literary). If the ad says PowerAde is buy 10 get 10 free you better plan on buying 10 if you want to reap any savings. But before you get carried away clearing shelf space in the kitchen, know that the buy one/get one ratio is also changing. Now you’re more than likely to see buy 10 get 5, an overall savings of only 33%, not the 50% we’ve gotten used to.

The ads are full of buy 4 get 2, or buy 2 get 1. There are still some buy one get one deals but you better plan on walking out with two items and not think you’ll get away with one for half price. On the other hand, do that twice in one shopping trip and you can use that “save 25 cents on 4” coupon you’ve been holding on to.

That’s what I think. Really. How ‘bout you?

Time Travel with a Chance of Meatballs

Michael Leave a comment

Have you seen this commercial? Some guy wants the newest version of his cell phone so he builds a time machine to go forward in time to when the contract on his current phone expires and he can upgrade. It’s not important what they are selling (well, it probably is to the company that paid for its production and air time but not to me). What is memorable about it is the end of the commercial. The time machine dings, the neighbor dude says “What’s that?” and the time traveler replies, “Just my lunch. Leftovers from tomorrow’s dinner.”

That really stuck with me. I can’t explain it but I like the idea. Imagine if we really did have time travel. What would you do? Where, or when, would you go – to some past historic event, perhaps the defining moment in mankind’s history? Ok, when would that be? Is there really some single event that created the essence of who we are today? Maybe you want to go forward in time to a not yet occurred event. But if it hasn’t yet occurred how do you know you want to go there, or then? Nope, I think regardless of how sophisticated we want to think we are our needs are pretty uncomplicated.  Food, shelter, sex. And the greatest of these is food.

It was just yesterday that I was thinking I needed lunch. Badly. I was hungry and I didn’t have anything to make a light meal with. I could have put a sandwich together but I wasn’t in a sandwich mood. I could have made a wrap but that’s just a sandwich that knows somebody. I could have had yogurt but why. What I really wanted was some spaghetti and meatballs. As luck would have it, that was the plan for today’s dinner and I was well aware of it at the time.

Think of the possibilities. Some big problem with leftovers is storing them (my fridge is always too full and by the time the next day comes around I’ve forgotten most of what’s In there), heating them (microwaves turn everything gummy, ovens take forever, and stovetops create as big a mess to clean up as the first time around), and eating them (face it, except for chili, nothing is better after sitting around for a day). Had I had a time machine I could have zipped from yesterday to today and put together a leftover plate, travelled back to yesterday and had the lunch I wanted. There’d be no storage issue, it would have still been hot so no heating would be necessary, and it would have tasted fresh since it is, was(?), will be(?). A bonus is there would be no waste. Nothing to sit around in the refrigerator, forgotten until the day before garbage pick-up day.

Yep, if I were to get my hands on a time machine I could solve the leftover problems of the world. It’s a great thing that commercial. I have no idea what they were trying to sell but they unintentionally sold me on spending some time inventing practical time travel. Gotta run. Today’s meatballs are calling. I hope I remember them tomorrow.

That’s what I think. Really. How ‘bout you?