An ad popped up in this morning’s local
newspaper. No need to identify the
vendor or the newspaper; these sorts of advertisements are all pretty much
generic. The pitch is from a firm
selling rugs. The introductory sales
line in large and striking color announces: “Up to 75% Off.”
Since the 1920s marketing has been taught as
a profession in universities throughout the nation. Apparently the sales industry discovered how
the emotion-triggering buttons could be pushed to induce otherwise rational persons
to purchase things they don’t need at grossly inflated prices. From the many ads I’ve viewed over the years,
it’s clear that an alleged reduction in price is one such button. This I discovered from a Li’l Abner comic
strip in the 1940s when Mammy Yokum declared: Anythin’ fo’ half price is a
bargain, irregardless o’ how much you pay fo’ it.”
And while our brains are still in gear, give
a thought as to how a rug—or any product—can be offered for sale at 75% off. The odds are it’s either a last-remaining relic
of an old inventory being used as a “leader,” or an item so grossly overpriced
that the reduction brings it down to a reasonable market value.
That leads us to the logical question: Is the
ad deceptive? Of course—and by
necessity. When peddling merchandise,
the marketers must use every device at their disposal to push these wares. You may criticize the sales techniques used
as well as the gullibility of those who are taken in by it, but you must
acknowledge one important reality. By
necessity, all marketing schemes must be cynically devised.
For those of you who appreciate good humor,
you’ll enjoy a Dilbert cartoon which appeared September 13, 2007. The pointy-haired boss is lecturing his
employees; he instructs them as follows: “We can’t compete on price. We also can’t compete on quality, features or
service. That leaves fraud, which I’d
like you to call marketing.”
Al Jacobs, a
professional investor for nearly a half-
century, issues a
monthly newsletter in which he
shares his financial knowledge
and experience.
You may view it on
http://www.onthemoneytrail.net/
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