Truth In Advertising

Truth In Advertising
9.5.2006
Andy Stetzinger

Scott and I had just finished a long meeting with a customer of ours, and were headed back across town. Scott had a phone meeting to conduct while enroute, so I offered to buy us both something to drink. We pulled into a gas station that had a large sign in the front offering a particular sports drink for a very affordable price.

Upon closer inspection, the advertisement included the phrase "when you purchase fuel".

The posted advertisment contained no information about where I had to buy the fuel, it did not say with the current purchase of fuel, nor from whomI bought my fuel from. It just said, when you purchase fuel.

I wondered how serious they were about that. I mean... I buy fuel all the time. We all do! I didn't buy any fuel there, nor did I intend to, but the advertisement did not include the purchase of fuel from them at that point in time as a prerequesite for the discount.

Scott laughed at me, made some questionable remark about my sanity, and handed my a $5.00 bill.

I got my drink, and Scott's sports drink, and headed for the counter.

"I'd like the discount on this sports drink", I said.

"Did you buy gas?", the attendant questioned.

"Yes, I sure did. I think it was last Tuesday. Could have been Wednesday, I don't recall."

She looked puzzeled. "From us?", she continued...

"No. I don't live close to here. It would be silly for me to drive all the way out here just for gas.", I replied.

"You can't have the discount. It's for when you buy gas from us."

I pointed out the sign to her. I suggested we read it together. I then explained to her there nowhere in the advertisment did it indicate anything about time or location. That it merely said I get a discount if I was a purchaser of fuel.

"But that's not what it means...", she said, with a sigh.

"Perhaps not", I conceded, "but that's what it says. And I would like to excersise my right to the advertised price."

After some snide remarks, she did give me the discount.

I then asked for a receipt, not just for the proof that I did get the discount on the sports drink... but also because that's a valid write off.

While the whole scene was amusing, the main point of the entire ordeal that I put the poor cashier through is that there has to be truth in advertising. If a company is going to claim something, present something, or otherwise state a "fact", then that company should stand behind it.

Years ago, a pizza delivery company would guarantee a 30 minute delivery, or your pizza was free. We all know how long that lasted.

Cable companies used to say if the technican wasn't out by a certain time, your call was free... now, whie some are still offering a discount for that, many are shunning such deals.

Sometimes a "Catch Phrase" can catch a company off guard. A claim the company makes can land them in hot water when the claim turns out to be false. The use of "gimmicks" or "hooks" can easily turn against a company.

What sounds good in a marketing board room might not work the way we think it will in the real world.


Until next time,

Andy
KeyThing Marketing Technologies